What's my point? My point is that it was a perfect opportunity for a brand to take advantage of real time marketing. I'm still trying to figure out exactly what the rip looks like and what brand would be best to take advantage of the situation (looks like a hood to me, which I pointed out in my @IdeaPundit Twitter account), but the point is that no brand recognized the situation.
Another thing to point out is that when something like this occurs, it is not a free-for-all model. I can't see any way in which, say, Pizza Hut can take advantage of this situation. The uniqueness of certain situations just naturally benefit some brands compared to others.
This goes back to the Oreo Superbowl tweet. What made Oreo's tweet so great was that it was a spontaneous action by an brand in a non-scripted situation. (Hint: just like LeBron's ripped jersey!) No brand has come even close to replicating such an execution. The only "real time" marketing tactics that have been used by brands are premeditated tweets, such as Denny's tweet after the recent BCS championship:
If it's any consolation Auburn fans, there are 47 chances to win on the way home. #BCSChampionship #BCS pic.twitter.com/2HZbH3kpsY
— Denny's (@DennysDiner) January 7, 2014
or Red Bull's VMA tweet:
The hottest new look on the red carpet. @MTV #movieawards pic.twitter.com/ii52nfgd3K
— Red Bull (@redbull) April 14, 2013
In order to duplicate Oreo's Superbowl tweet, brands need to recognize that real time marketing can occur at literally any time, and need to always be on the lookout for opportunities such as the one that occurred last night.
Until next time.
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