Good reactive marketing can bring you to benefit in a flash. This is the way to connect your brand directly to the hearths and minds of millions and with only a minute. No, sorry, in a matter of seconds. A good reaction is like a reflex kick scoring a last-minute buzzer. One of the essential trades of great reaction is to react accordingly, even if sometimes it might seem that you are breaking every marketing rule on your way.
Reactive online marketing (ROM) is a marketing tool that answers the call of the market. Its implementation depends on a situation, a marketing threat or a specific reaction to an event or present circumstances. ROM needs to identify popular search and detect what’s viral, thus having a material to create and share original content. This operation is usually short-term oriented. The goal is mostly to establish a brand image, by defending it from some “attack” or complementing its core value in correlation with an outside event or social connotation. ROM is commonly a trade of established brands.
ROM shouldn’t be mixed with proactive online marketing (POM), that uses online data to analyze trends and audiences and acting accordingly based on the audience’s interests. This tool is associated with more planned activities and long-term brand goals. POM identifies with new companies and start-ups.
Humour is really an asset to reactive marketing. Using social media for a witty comment or quick remark can attach your brand immediately. Humor is usually the first weapon of good reactive marketing. Your reaction can become more than a simple promo material. It can become a loving and multi-sharing anecdote people use in a moment. There is no way you can pay even if you wanted this kind of marketing lightning in the bottle.
In 2013 Oreo struck lightning with a single tweet going live during the Super Bowl blackout in the Superdome between the San Francisco 49ers and the Baltimore Ravens. The thirty-four-minute blackout inspired this legendary Oreo reaction that brought over 10.000 retweets in a matter of minutes.
But, be careful, for this shiny ring has 2 sides. If done wrong, you can damage yourself so hard, bringing your competition easy score in no time. There is a clear and present danger of crossing the line of humor. You just have to pay attention and spare a good taste. Reactions going bad can blow a punch to your brand's face and knock it down instantly. And then instead of instant glory, you can wind up with an instant crash.
American clothing brand Kenneth Cole in 2011 thought this would be a great way to react during The Egyptian revolution. Well, this tweet sure didn't go as planned. Know your place.
One of the first rules in marketing is “Don’t speak about your competition”. Well, we might add “except you do it right”. Social media cracked a whole new battlefield for great rivals. Creative marketing teams have a chance to go below the belt even with no gloves. Reactive marketing is very popular nowadays, especially with the big brand duels. You can use it, but we think that the best are those that are kept within good taste. A few years ago a 15 seconds video was enough for Mercedes Benz to congratulate BMW on its 100th anniversary. Never forgetting its brand identity and style. Good one Mercedes.
Reactive marketing doesn’t have to be always funny and light. You can use real-life events to communicate your values and stand for the principles your brand represents. Nike decided to celebrate the 30th anniversary of the “Just do it” tagline with a reactive campaign "Don't ask if your dreams are crazy. Ask if they're crazy enough." Nike supported controversial football player Colin Kaepernick with a strong tweet and a two-minute film with the message, "Believe in something, even if it means sacrificing everything". In the 49ers third preseason game of the 2016 season, Kaepernick was noticed sitting down during the playing of "The Star-Spangled Banner". It was his way to express a protest against oppression towards people of color. The Nike reaction put the brand in the middle of a real cultural explosion. This bold move eventually brought Nike a marketing success with higher sales, earning the brand several major awards. The Nike reaction was the core of their brand values, standing behind athletes and their perseverance and defiance, refreshing the brand's image and cultural legacy for decades to come.
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