In an inaugural segment of our video series improbably named "Better Marriage Through Big Data," we take on the idea of brands as real-time content creators, by looking at a fundamental question: In our newly social age, is it incumbent on brands to be always at the ready to respond—with content or with creative—to events as they happen, in real-time? Or is that an expectation that requires an unrealistic level of agility?
The background to our discussion is this: Last Tuesday, during the Republican response to President Obama's State of the Union address, Florida Senator Marco Rubio (his friends call him Paul, BTW) took a long draw of Poland Spring water. Almost instantly, that moment became a trending topic on Twitter.
Hilariously, San Francisco-based writer Jory John (author of the amazing All My Friends Are Dead) tweeted: "Poland Spring Water hasn't Tweeted since July, 2010. Right now, their rep is frantically trying to remember the password."
The brand did respond eventually, posting the following photo on its Facebook page at 1 PM ET, with the caption, "Reflecting on our cameo. What a night!"
The event hearkened to a moment the previous week, during the Super Bowl, when Oreo and Audi famously seized the moment during the game's blackout to create some timely, relevant content in real-time.
So what do you think? Do brands need to act more like journalists—shedding their traditional campaign model in favor of real-time, event- and audience-driven agile communications? Or is that unrealistic and unnecessary, especially in the case of hot-potato subjects such as politics?
Take a look at our video, titled "A Swig and a Miss: Poland Spring":
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
You may like these other MarketingProfs articles related to Content:
- ChatGPT: Marketing Dream or Marketing Disaster | Marketing Smarts Live Show
- B2B Content Promotion in 2023: Channel and Format Trends
- The AI Conundrum: Should B2B Communicators Embrace ChatGPT?
- Build B2B Marketing Trust With Evidence-Based Content | Marketing Smarts Live Show
- Stop the Churn: Why Less Is More in B2B Content Marketing
- The Importance of Being Human in Your B2B Content | Marketing Smarts Live Show