Real time content marketing the future of advertising

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gay-marriage-virgin-holidays
14 2 2013

Since social media took the web, and indeed each and every one of us by storm – I find myself asking people if they have seen this video, or that meme. If they haven’t, “where have you BEEN?” is the common response.
Meme – that’s a word I only started using in the last year, if even that long?

Times are changing. Marketers and advertisers are no longer expected to only be planning a few months ahead – we want real-time reactive content to engage us right now. Something happening in the news? Nowadays brands react and engage with it. Twitter storm a-brewing? Brands now have a voice; they post their responses as quickly as we do.

The gay marriage bill was passed in the UK Parliament, within 30 minutes Virgin Holidays quickly offered its services for all the new potential honeymooners out there. I saw it on my Facebook news feed 10 minutes after that. Why? Because if you create something engaging, people will share.


oreo-superbowl

The Oreo ad team made the following comment “We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity. Because the brand team was there, it was easy to get approvals and get it up in minutes. You need a brave brand to approve content that quickly. When all of the stakeholders come together so quickly, you’ve got magic.”

For Oreo, that was the key to their big win that night and going forward – while this is no longer new, this is the tip of the iceberg for brands and how they will continue to evolve.

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