BK’s snack quick pick with Rebel the chihuahua dog. Picking up on the topical news story of the Octopus who predicted the World Cup scores. Rebel the Octopuppy would make predictions every day – if you concurred with the dog you got free BK meals. The draws happened every Thursday at 6pm from 26 August until 23 September 2010.
A newly-launched snack food had a problem with availability in India. The Indian market is mainly unorganised retail – 92% to be precise. After launch, sales of the snack went through the roof leading to empty stories and not very happy shoppers.
Using Twitter as a platform Hippo spoke directly to their customers turning
them into field market intelligence agents. The public were simply asked to
tweet @HelloMeHippo whenever they couldn’t find the snacks in stores.
Hippo promised to re-stock any empty store within hours using their
distribution network. Tweets came in from 45 cities around India. To deal
with the volume of tweets they established a central Twitter monitoring
operation. This nerve centre passed stock details directly onto the sales &
distribution arm of the business. Followers were updated via Twitter when
stocks were replenished.
Case Study:
http://www.youtube.com/watch?v=dt8zT26DOGo&feature=player_embedded
Not often thought of is being urgent or immediate, but more colorful and thought provoking, Apple’s spots titled “Mac vs PC” turned out to be a great example of quick-reaction advertising. They took the opportunity to highlight Vista’s flaws as many people began to complain.
Windows v PC
Juggernaut Advertising, an independent advertising agency headquartered in Santa Monica, CA, has initiated a tactical outdoor marketing campaign on behalf of BMW of Santa Monica. The campaign is in response to Audi’s current billboards challenging BMW with the headline “Your move, BMW.”
Read more at http://www.bmwblog.com/2009/04/13/billboards-war-bmw-vs-
To be topical and quick responding, clients need not rely on social media. Print, as a medium, has been used for years to stay just as current as the news it often accompanies. Take a look at this nice little list compiled by the Bhatnaturally blog.
http://www.lbhat.com/advertising/when-topical-advertising-meets-topical/
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