There are plenty of examples of brands using reactive marketing and advertising – some do it well and others… not so much. Those that can think quickly and create engaging content are reaping the rewards for their innovation and bravery. We’ve picked some of our favourite examples from recent years, all of which share a bold streak and, above all, stand out from the crowd.
They were able to have more impact from afar than if they had been sat in the front row with their own tuxedo or dress on. Twitter users were quick to congratulate Specsavers on their wit and what’s more, Specsavers engaged with those responses, converting distant audiences into engaged, potential customers. One user even commented “Thinking of changing to Specsavers after this tweet. Vision Express, what you got?”
Heineken decided that Apple were fair game and went for the jugular by poking fun at the issue. They posted a banner of one of their bottle caps with a slight bend through the middle, saying “No worries – it happens to us all the time”, accompanied by a Twitter post that just read “Dear Apple…” Simple and effective, it caught the eye of many consumers and reinforced the brand in a conversation it otherwise had no place participating in.
It’s a fun play on words that gets the audience to think. It gets across the message of quality, drawing people’s attention to the horsepower beneath the bonnet, whilst establishing a disruptive brand and injecting a bit of personality into their advertising. Whilst not a tactic used on social media, it’s an example of advertising reacting quickly to capitalise in other media.
They took reactive advertising one step further though. Snickers packaged up some of their product, stuck a crudely written address on the front for deliver to Clarkson at his BBC offices. Whether they actually ever sent it is almost irrelevant – it implied authenticity and made their digital joke a physical one, putting their own memorable slant on the whole scandal.
Reactive advertising is here to stay and you need to consider it in your content strategy before everyone else catches up. Above all, it tells us is that brands can no longer exist in isolation; they need to be aware of the world around them and the digital space they operate in if they want to get noticed.