Apparently it's a slow news day because more than half the stories in my feed today are about ads and tweets that happened adjacent to the Big Super Bowl Blackout, umm I mean game. And yes, Tyler you are correct, since I do not know what city the Ravens play in, I'm just a scammer who shouldn't have an opinion on the game.
But to hear CNET, CNET and the brilliant blackout tweet ,and other, ordinarily reasonable, news sources tell it, the game was the filling that the cookies keep from getting on your Cheeto covered hands. The blackout was the interruption that made the fame for the CK underwear workout. The game was, once the lights came back on, a welcome relief from the gross GoDaddy kiss.
How did all this hyper entertaining advertising, especially the on-your-phone, in-your-lap, much ballyhooed and leaked in advance advertising fluff, get from a big brand agency to you on your couch?
"The key? Having OREO executives in the room, and ready to pull the trigger." This according to a very proud and pleased ad agency executive who equated 13,000+ retweets with successfully selling cookies.
Really? I thought the key was that a huge bungle, in the form of an inability to maintain the power grid and lights in a building that surely knew a lot of folks we're coming over with plans for plugging in, led to an opportunity to entertain millions of folks already eating snacks, already in the pantry, with a quickly executed play in the moment, while a huge crew of furious managers and hardworking facilities folks tried to get the lights back on.
Ask a Girl Scout and you'll quickly find out that tweeting about cookies, in the dark or in the light, is quite different from actually selling the boxes.
Let me catch my, I must just not be the target fan breath, re-read the CNET piece, and summarize: Social media works for big brands if they have every brand stake-holder, in a room, on a Sunday, waiting to pull the trigger on a Tweet?
I think this peek into the group decision making dynamics of big brands may readily explain why they are, in general, having such a tough time responding to the in-the-moment world of social marketing.
Sure occasionally some intern posts a very damaging view or item, pick your own recent example. Mistakes we would all hope to avoid, aside, if brand managers, and their agencies, want to stick with a crisis war room model, I see great days ahead for the smaller, more nimble players in virtually every market niche who can take advantage of a moment, while the big boys are waiting for a news cycle.
SJN Sales offers outsourced sales for tech firms and does not offer to Tweet, Hoot, or Like on behalf of our clients, but we sure do add to a relevant conversation when we see news that affects our client happening on line.
Marketing is a self congratulatory business and the Oreo and other Super Bowl advertising related news items are no exception. In my business we want to make more sales for our clients. Did Oreo or CK sell any extra cookies or skivvies? I bet the brand managers are meeting on that when the metrics trickle in. Good luck with that.
No comments:
Post a Comment