It’s been three years since Oreo’s famous “dunk in the dark” Super Bowl tweet that helped launch modern brands into an era of real-time marketing.
If your brand suddenly manages to grab attention on social media, brand managers are expected to respond in a timely and clever manner.
This was the case with Red Lobster. The brand was thrust into the spotlight last week, after being mentioned in the first verse of Beyoncé’s new song, “Formation.”
When the world’s biggest pop star unexpectedly name-drops your brand, it’s essential that your social media efforts meet the challenge.
Unfortunately, “Formation” dropped on a Saturday morning, which isn’t exactly prime-time for agency folks and marketing pros. Here’s what tends to happen
when this type of thing occurs:
A group of creative directors, copywriters, designers, brand managers, account execs and PR consultants get together in a room (or, if it’s a Saturday,
they probably hold a conference call) to discuss how the brand should respond. Some safe ideas are tossed around, as well as a couple of witty concepts
that someone calls “not really on brand.”
The group finally settles for something like what Red Lobster offered:
The marketing team likely felt reassured by the 14,000-plus retweets that followed, but couldn’t ignore the internet’s overwhelmingly negative
When Beyoncé performed the song live during the Super Bowl, Red Lobster tried again:
According to CNN Money,
Red Lobster’s sales have spiked 33
percent since the release of “Formation.” Although most marketing pros can’t accurately anticipate when something like this will happen, it’s best to have
the infrastructure in place to be prepared to handle anything.
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