The internet is amazing for many reasons, and one of those reasons is that there’s no lead time. I can upload a picture to Facebook in 2 seconds, and my friends can see it and like it and comment on it immediately.
While this is convenient and exciting, it creates a new challenge for advertisers.
Anyone on the internet is used to that immediacy, and they expect it. Memes will be “trending” for a few hours, and they’re outdated after five days. Advertisers that want to capitalize on these things – and they probably should – need to be able to recognize them, figure out how to use them, and execute the strategy very quickly.
The famous example that everyone cites is Oreo’s “Dunking in the Dark” tweet. During the Superbowl XLVII in 2013, there was a power outage. Oreo took to Twitter and immediately tweeted this:
(This link to 360i’s website has a great, brief case study video about it if you’re interested: http://www.360i.com/work/oreo-super-bowl/)
This presents a really cool challenge that could potentially help a brand share experiences with their consumers and build a much stronger connection.
(Or…it could lead to rash actions that are seen by a few too many users in the two minutes it takes the companies to realize their mistakes and take it down. But that’s a topic for another post.)