Realtime-content-marketing-case-study-from-OreoSo you have decided to sponsor a national sports event. But then the unthinkable happens. That is what faced brands sponsoring the Super Bowl yesterday as it came to a halt when a power surge cut electricity to a large part of the Mercedes Benz Super Dome in New Orleans and stopped play.
During the strange interlude, CBS more or less stopped showing commercials from Super Bowl advertisers, choosing instead to keep to short breaks with promos for its own programmes.
But then real time content marketing took place – with a great example from Oreo.
They posted a Tweet saying:
Power out? No problem
The picture in the Tweet showed an Oreo with the caption:
You can still dunk in the dark
How did Oreo manage to respond in real time to this event? Buzzfeed reports:
“We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity,” agency president Sarah Hofstetter told BuzzFeed. “Because the brand team was there, it was easy to get approvals and get it up in minutes.”
“You need a brave brand to approve content that quickly. When all of the stakeholders come together so quickly, you’ve got magic,” Hofstetter said.
Do you have your brand team and agency working together in real time for major events you sponsor? Could this approach help you create and publish content in real time?
The Oreo social media accounts will also provide you more inspiration for your content marketing – take a look at their Facebook Page where their use of images with brand placement is very creative. And head over to Instagram where you will see then inviting followers to tag their photographs #cookiethis or #cremethis with the comment that they may re-create the photograph.
They even have a TV spot promoting the Oreo Whisper Fight Instagram campaign.
I hope this has given you some ideas for your real time content marketing.
Just a final comment about the image for this article sourced from Flickr thanks to Wally Gobetz – the clock was photographed at Chelsea Market, New York and was a factory, office and railroad complex built between 1890 and the mid 1930s for the New York Biscuit Company which later merged with the American Biscuit Company and the United States Baking Company, forming the National Biscuit Company (NABISCO). and yes Oreo’s were baked in the ovens there!
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