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: