Oreo’s creative response to the power outage during Super Bowl XLVII got retweeted more than 10 thousand times, garnered more than 18 thousand likes and grabbed more than five thousand shares on Facebook.
This triumphant moment involved a large team that had done plenty of preparation to enable the crew to quickly draft copy, develop creative and get approvals before clicking “Post.”
These moments are not reserved for the Super Bowl. They happen every day amid meetings and deadlines when teams aren’t crowded together in command center. It takes more than a trending hashtag and responding quickly to create a real-time marketing moment.
Here are three tips every brand should follow for successful real-time marketing:
1. Do reconnaissance . Too many brands confuse social media with a platform to broadcast their news and opinions. Brands increase social followers and value with engagement driven by social listening.