It’s not enough for brands to follow trends reactively. In today’s fast-paced, hyper-connected media-saturated world it’s not the first horse out of the gate who wins, but the thoroughbred already in mid-stride. What galloping steps can brands take to edge out the competition and maintain their lead?
First, let’s look at a general objective of any brand’s real-time social media campaign:
Instantaneously drive social engagements when unexpected events spontaneously trend online.
Looking at Oreo’s popular “Dunk in the Dark” campaign during the 2013 Super Bowl, you can see social activation in action:
First, an unpredicted event occurs – in this case the stadium blackout.
Immediately, Oreo’s social agency 360i is activated to create a response to the event – social feed on Twitter/Facebook, custom creative, hashtag
Then, the agency posts their response onto Oreo’s social networks – Facebook & Twitter
Once launched, posts, comments, retweets, and shares are collected.
By reacting within 8 minutes of the event, Oreo was able to collect 15,000 retweets and more than 20,000 likes on Facebook within 24hrs.
Seems easy enough, but there are inherent challenges to this process:
REACH: Consumers only discover a brand’s viral social trend if they’re connected on Facebook or Twitter within the trending window.
VIEWABILITY: Only 35% of friend posts on... Read more