Real time marketing for social media can work for marketers -- but not always as planned.
At a OMMA Social panel on real-time marketing, panelists praised the likes of DiGiorno
Pizza’s social media efforts around NBC’s "The Sound of Music” last December, which came with prepared social media tweets in conjunction with each of the musical numbers.
For example, tweets were like: "#TheSoundOfMusicLive Can't believe pizza isn't one of her favorite things
But Alex Josephson, head of brand strategy, East Coast for Twitter, says the likes of American Express should also be noted for its quick response
around The Academy Awards on ABC.
A Oscar TV commercial starring Tina Fey showed her swiping her Amex card -- but the wrong way, all to show viewers the brand name
front of the credit card. Social media users, however, were quick to deride Amex for allowing this to go ahead. Quick thinking by American Express, says Josephson,
had the company putting up tweet using a upside-down looking font —mocking itself -- all to join
in the fun.
“They were saying ‘we get it,’” says Josephson. “It is somewhat of a gold standard to how to behave
in real time.”