Many people are talking about ‘real-time marketing’; however, it is a challenge as most established and traditional organisations do not have immediate sign-off which is counter to a ‘real-time’ culture. A more collaborative approach is required – in which individuals are empowered and entrusted to act. Many brands have tried to copy the Oreo Superbowl 2013 tweet without understanding either the background or the relationship between the Oreo brand team and advertising agency (360i) – and so, they have not succeeded.
Oreo Superbowl 2013 ‘Power Out’ Tweet
The below shows the Oreo tweet that was produced by 360i and approved by the Oreo brand team in ‘real-time’ as the Superbowl 2013 ‘power out’ happened. This was ‘beautifully’ reported as “the tweet heard round the world” on Business Insider.
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