Arby’s takes home the real-time marketing award for their recent tweet during the 2014 Grammy Awards Show this past Sunday. Although there were many brands that tried to take home the prize, Arby’s was the clear front-runner. Shortly after Pharrell and Daft Punk took the stage, Arby’s tweeted, “Hey @Pharrell, can we have our hat back? #GRAMMYs”. The success of this tweet was easy to see by Monday morning when it had more than 75,000 retweets, more than 40,000 favorites and a reply from Pharrell.
So how can you strike real-time marketing gold like Arby’s and not strike out like the other contenders? Follow these dos and don’ts for real-time marketing success:
Do: Remember that timing is everything
If you have a clever tweet that goes out too late, it will likely go unnoticed. Make sure you are prepared with the right content when the moment is right.
Don’t: React too quickly
Similar to sending a clever tweet out too late, it is also a bad idea to send out a tweet too quickly. Being the first does not mean you will be successful. When brands rush to send out a tweet just to be the first, there tends to be negative repercussions.
Do: Take advantage of relevant opportunities
If an opportunity presents itself, and your brand is ready with relevant content, it is important to react. When Arby’s had the opportunity to connect with a real-time event, they took the time to come up with a clever tweet and sent it out.
Don’t: Force the connection
If you can’t find a way to connect to a real-time event, don’t force it. Some of the brands that tweeted about Pharrell’s hat, such as Gain laundry detergent, lacked a solid connection and was therefore un-successful.
Do: Be creative
Being both strategic and creative with your real-time marketing is key. If you send out a boring tweet with no thought behind it, just for the sake of sending something out, you will not be successful. Arby’s tweet during the Grammys was creative, which contributed to their success.
Don’t: Be too outspoken
There is a fine line between grabbing your audiences’ attention and being too outspoken. Make sure you take the time to think about what you are sending and consider whether it aligns with the way you want viewers to perceive your brand.
Want to discuss additional dos and don’ts of real-time marketing? Give us a call. We can help you develop your overall content marketing strategy and help you start thinking about the next real-time marketing opportunity.
Check back next Tuesday for our Super Bowl review (of course about the ads!). We are hoping there will be more real-time marketing success stories to report on from game-day.