Social media marketing and current events
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During the Super Bowl this year, the Superdome in New Orleans lost power.
The digital marketers working for Nabisco's Oreo brand leveraged this to their advantage – producing one of the most talked-about "advertisements" at the Super Bowl, without spending a dime on TV ads:
Power out? No problem. pic.twitter.com/dnQ7pOgC— Oreo Cookie (@Oreo) February 4, 2013
Pretty cool, right? The post drew as much - or more attention (15k+ retweets! 20k likes on Facebook!) than any of the multimillion dollar ads produced for the big game, along with kudos from marketing and advertising folks worldwide:
“The new world order of communications today incorporates the whole of the way people are interacting with brands right now,” Sarah Hofstetter, president of digital marketing agency 360i, which handled game-day tweeting for Oreo, said in an interview with Wired. “Once the blackout happened, no one was distracted — there was nothing going on. The combination of speed and cultural relevance propelled it the forefront.”
Making the same tired joke about an event isn't going to grab anyone's interest (even if you do react in the moment). Keep in mind that online, you're competing against everything an Internet user might see (other tweets, other Facebook posts, videos, etc) for attention, so you have to stand out.