According to Marketing Land, ‘real-time marketing or “RTM” moments occur when brands and agency marketers react quickly to local, national or global events happening online or offline, in an effort to interject corporate marketing into consumer conversations via social media messaging or boost brand recognition utilising marketing platforms…“Newsjacking” is also a term often used in conjunction with RTM…’
This is a slick definition for what in reality is a very diverse set of practices and processes. In recent weeks we’ve witnessed European car manufacturers scramble for favourable press coverage in the wake of the Volkswagen emissions scandal; a raft of brands jump on the ‘Pig Gate’ revelations purely for the sake of riding the news wave (master satirists Paddy Power at the fore); and Stabilo Pens confront Bic over the latter’s truly awful ‘Think Like A Man’ ad.
We’ve also been busy with some real-time campaigning at 3 Monkeys – thankfully in a far more positive context than the examples above. Our client TGI Fridays has recently introduced a new menu – one of whose items is the truly awe-inspiring ‘Warrior Burger’: a tower consisting of two seven-ounce beef patties, bacon, mozzarella sticks, two types of cheese, caramelised onions and mayo in a brioche bun. The brand is challenging consumers to finish the Warrior in one sitting with the slogan ‘Meet Your Match’.
We decided that we should reward consumers who did actually manage to ‘defeat the Warrior’ – and to this end, we have built an automated real-time system that notifies our social team via email whenever the hashtag #MeetYourMatch is used on Twitter. What’s more, the email displays the tweet content – so that we can check that the user is actually referring to the Warrior, and also check the photo posted for evidence of having finished the dish. And the best bit – the email contains a button allowing us to respond to the user by sending a ‘Certificate of Awesomeness’ to them on Twitter – completely personalised with their own @handle and profile picture. All within a few seconds!
We’ve also added a ‘random acts of kindness’ layer in which every twentieth response is a special, golden version of the certificate, gifting the recipient a £25 discount on their next visit to TGI Fridays.
Real-time marketing just met its match…