The Oreo experience has certainly given great visibility to Oreo's social media agency. Have seen several articles about their smarts which will, without doubt, boost their business -- as it should.
That is another dimension of real-time access. Again, information puts us in a proactive mode instead of just repair or restore to current status. The smart companies will use that effectively, as you well point out.
Fascinating insight, @smkinoshita, into what goes on behind the scenes. And more evidence that, done right, social media campaigns take a whole lot more than setting up a Facebook page and Twitter ID.
We usually think about the need for 24/7 social media monitoring in case something goes wrong -- a brand attacked online, product failure, etc. Here's the opposite case: A brand using 24/7 social media monitoring to jump on an opportunity.
I expect brands will have social media teams online whenever they launch a big ad campaign. It'll become standard, if it hasn't already.
BTW, I bookmarked this spot to watch all the super bowl ads. Haven't yet, but will soon.
After reading other articles tagged in this particular article, Coke was expected to score big using social media but apparently, the website they were directing users to was down for most of the game. So you wonder what measures they went through to be prepared for this big night. As you mentioned, Oreo has set a high standard and so other brands can learn from them so that they will be prepared for the next big opportunity.
@Alison -- I don't have a lot of experience when it comes to social media 'mission control', but I was involved in one or two myself and you really do have to set up a war-room, with clever people ready to create and go in a heartbeat.
While my experience was on a much smaller scale, it did leave a lasting positive impact. The goal was awareness and after a successful social media campaign using a combination of Twitter, Facebook and YouTube the client became a localized 'expert source', gaining respect and much improved site traffic.
Mitch, I think that their overall investment in advancing their image and customer relations overall will result in some level of increased sales.
The fact that they were monitoring and prepared to act, based on their investment and consumer connection with the Super Bowl, also puts them in a distinctive category. It certainly sets a high standard! After all, that's what they say luck is - preparation for opportunity.
Kudos to the Oreo team for responding so fast -- and so well -- to the outage during the Superbowl. I wondered how on earth they came up with that Twitter campaign so quickly, given that someone had to approve it somehow! Now we know! Did similar scenarios play out for all the other brands you cite -- Walgreens, etc.? I wonder if this will become SOP for big-ticket ad campaigns, although nothing comes anywhere near to the Superbowl in terms of cost or hype.
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