Also known as Agile….but every time I see that word, I can’t help but think of that scene from “A Christmas Story.”
Anyhow, agile marketing has come onto the scene with a vengeance as of late and if your brand is not participating in this form of marketing, then you are really missing the boat. One of the best examples I can think of to illustrate picture-perfect agile marketing is Oreo’s Super Bowl 2013 Dunk in the Dark tweet following the black out during the game.
Obviously, this was a huge success for Oreo, but the key point to remember is that this wasn’t a fluke success for Oreo. The brand has been proactive in integrating social media into its marketing communication strategy for years, so when the blackout opportunity presented itself, Oreo was ready. According to Sarah Hofstetter, president of 360i, Oreo didn’t just wake up and join the conversation for the Super Bowl. Oreo has behaved like a digital brand for years, giving it the foundation to easily adapt.
Agile marketing is not only about going viral – it’s about relevant content at just the right time and spot-on reactions to external influences with real-time marketing happening on much smaller dimensions. Marketers today need to feel the pulse of the current conversations and use those popular and relevant topics to make their messages stand out amongst the clutter.
Social media is the agile marketer’s dream. A real-time playing field full of digital savvy users ready to comment on and share any particularly innovative, clever, entertaining or attention grabbing piece of content. In order to capitalize on a trend, a hashtag or any other newsworthy event at a moment’s notice, brands need a marketing team able to respond quickly, creatively and with senior support able to sign-off ideas quickly.
Some of my favorite examples of this are below:
In response to the much hyped ability for the new iPhone 6 to “bend,” Kit Kat tweeted the following:
Was there anyone in the world that wasn’t aware of Kim Kardashian’s pending nuptials to Kanye West? New York Sports Club took advantage of that trending story:
Any other great examples that I’m missing? Feel free to share your favorites in the comments below.