Now this may not actually be the best marketing tactic ever, but it definitely is one of them, if not the best.
Newsjacking. Real-time marketing. Topical marketing. You may have heard of these terms before, maybe not. They’re all the same and when used correctly, can be a powerful marketing tactic. But when used incorrectly, they can damage your brand and make you look like an insensitive idiot.
Let’s not focus on the negative.
Real-time marketing is brilliant. The idea really took the stage when Oreo owned the Super Bowl XLVII during the power outage.
Last night there were numerous examples of brands attempting to succeed with real-time marketing during the Oscars. My favorite by far came from LEGO. Check it out below.
This is a brilliant example of real-time marketing. We can see that in less than 24 hours the post has received more than 15K likes (and reactions) and been shared over 1,700 times. I’d call that a huge success. But why was it so successful?
How to make real-time marketing work?
Real-time marketing is not a magic bullet or a surefire way to get noticed. It takes strategy, planning, and understanding – of both the tools and your audience. Here are some tips to make your next attempt at real-time marketing successful:
- Be real-time. Posting content related to a news item or event a few hours or days after the event isn’t going to work. You need to be prepared (if possible). I would guess that the social media folks at LEGO had created a number of possibilities that they could use, depending on who won best actor. Or at least had a team of designers ready to go on a moments notice. Also, posting your real-time marketing tweets before the actual events will not be as powerful as posting the night of.
- Be visual. This should be a no-brainer by now, but including visuals in your real-time marketing or any social media marketing is a must. It helps your messages be seen easier and increases engagement.
- Be relevant. Trying to piggyback on a trending topic using a message that isn’t relevant to your audience is bound to fail. What made the LEGO message so great was they used their product. The recreated the acceptance speech using LEGO.
- Be funny. Using humor is always a great idea. Including the bear in their photo was not gut-busting funny, but it had some humor. It also reinforced the nature of the photo.
Here’s how not to do real-time marketing:
This tweet comes from a life insurance company. Here are a couple of the things that are wrong with this attempt:
- The relevance is loose at best. While the attempt is to draw the correlation between co-stars and partners in life, it’s fairly loose and not really relevant to the Oscars.
- They posted this 5 days before the actual event. The hashtag #Oscars didn’t start really trending until the actual event, so they missed out on huge potential views.
So when you’re thinking about jumping on the real-time marketing bandwagon, remember to be real-time, relevant, and funny. Oh and don’t ever do real-time marketing when human tragedy is involved.
Have you had success with real-time marketing? I would love to hear. Share your experience below.