Real-time marketing is the capability to respond to your target audience immediately, as an event is occurring. Brands that do real-time marketing participate “on-the-fly”, developing and refining their campaigns on an almost moment-by-moment basis. Spontaneity is a big factor. This trend has grown in popularity with the rise of Twitter, a tool that has allowed brands that market on the web to be more instantaneous.
A perfect example, and where it notably all began, was Oreo’s “Dunk in the Dark” twitter promotion. During the blackout of Super Bowl XLVII in 2013, Oreo seized the moment to boost its brand with an unusual and unexpected tweet.
Real-time marketing was an ideal way to shine a spotlight on the personality of the Oreo brand. As Jonah Berger mentioned in a recent article, the promotion “definitely makes the brand seem like a more clever, more interesting, sharp brand.”
When real-time marketing is executed properly, the consumer response can be quite outstanding. In the case of Oreo, the “Dunk in the Dark” promotion was retweeted over 15,000 times.
Although real-time marketing is still in its infancy, the Oreos “Dunk in the Dark” promotion demonstrates the potential of this growing trend. Have you used real-time marketing to promote your Journey brand? Tell us about it.