Blog Post 4: Real-Time Marketing

What I have noticed with many brands is that their real-time marketing consists solely of replying to negative tweets or comments. A brand that excels in real-time marketing knows how to use news jacking wisely, creates relevant content that people are inclined to interact with, and extends the interaction by replying to good and bad customer feedback. 

A brand that I think does a great job of doing all of these things is OREO Cookie. Everyone has seen their iconic 2013 Super Bowl Ad, which is a perfect example of clever news jacking. This year, they brought back that Ad, along with a string of tweets about Rihanna’s performance.

This strategy works well for OREO because people are already online and talking about the performance, so they are more likely to pay attention to a brand talking about it as well. As for the throwback Ad, I think it was really smart for OREO to bring it back at the same time 10 years later, as it’s a funny reminder of their sustained prominence in current events. 

Furthermore, OREO does a great job interacting with customers in real time across many platforms. As you can see, they responded to these questions or concerns from customers:

But, they also make a point to interact with other customers who do not necessarily have a complaint:

OREO’s Instagram, Facebook, and especially Twitter accounts are great examples of real-time marketing on social media. The only thing I might recommend to OREO to increase their real-time presence on Instagram and Facebook is to utilize the stories feature more often- I saw a lot of tweets that could be made into stories pretty seamlessly.