Advertising experts are creating new ways to interact with breaking news through real-time advertisements. The ads are generating buzz by popping up on social media platforms and in commercial breaks during opportune moments connecting the brand with what audiences are experiencing in the world around them.
As up and coming public relations and social media gurus, is this a tool we should use and possibly recommend to clients? Marketing executives at major companies are saying — yes!
During the February’s Super Bowl XLVII, the masterminds behind the Oreo cookie created a timely advertisement during the unfortunate black out with the tagline “You can still dunk in the dark.”
This advertisement was much cheaper than a traditional Super Bowl ad and was extremely effective at reaching their audience. The ad was an instant success with more than 16,000 re-tweets and 20,000 Facebook “likes,” according to Time magazine.
As news of storms on the East Coast started swirling, Starbucks saw the newsworthy weather as an opportunity to instantly connect with their social media followers. They blasted a picture on Facebook and Twitter of a hot cup of coffee with the caption “Snow Day.”
The picture is visually appealing to someone who might be frustrated by the cold weather. The ad boasted nearly 2,000 re-tweets and 1,300 “favorites.”
They also posted the same picture with the captions “Grab some VIA and enjoy the snow” and “Thru Sunday get a $5 gift card with purchase of 1lb Blonde Whole Bean or 12lb VIA.” Those two captions didn’t generate as much buzz, possibly because of their “hard sell” approach clearly promoting products instead of relating to their audiences’ current situation.
“We always want to stay highly relevant to what’s going on. We want to be a part of [consumers’] decisions as they get ready for the weekend in terms of their product needs, such as coffee,” Starbucks spokeswoman Linda Mills told Ad Week.
Are instant ads a good idea? Any shortcomings or is it all good?