Pop Culture Platforms Boost Brands

 

Every year brands use the Super bowl to launch their products to the top.

Budweiser has captured America’s heart with a small yellow puppy, Oreo used the ‘Dunk in the Dark’ tweet after a super bowl blackout in 2013 and this year Red Lobster responded to Beyoncé’s new song, “Formation”.

In this racy song, top artist Beyoncé, says in the first verse, “When he F*%$ me good I take his a$$ to Red Lobster because I slay.”

When brands receive unexpected attention during these events, it is in their best interest to play on that attention in a clever way.

When the lights suddenly went out in the 2013 Super Bowl against the San Francisco 49ers and the Baltimore Ravens, they responded on Twitter with, ‘Power out? No problem! You can still dunk in the dark.’ This tweet gained so much attention that it was retweeted over 10,000 times in the first hour. It received more comments, attention and views than their commercial.

When these opportunities arise, creatives have minutes to put together graphics and any other details they would need in order to keep relevance and respond in a positive way.

When Red Lobster was given this opportunity they responded with a graphic of their cheddar biscuits and the tweet, “’Cheddar’ Bey Biscuits” has a nice ring to it, don’t you think? #Formation,” and tagged Beyoncé.

The tweet received thousands of retweets. However, it also received thousands of negative reactions.

Many believed that Red Lobster should have capitalized more on this moment and been more creative.

Therefore, they sent out another tweet that said, ‘You definitely slay, @Beyoncé. Thanks for one heck of a weekend.” They also attached a photo of her halftime performance.

All Red Lobster sales have increased by 33% in result of the new release of “Formation”, and seem to be gaining a lot of notice due to the mega-attention Beyoncé is gaining from her black panther performance.

Thankfully Red Lobster was able to bounce back from their weak tweet and gain a more positive response.

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Social Media Continues to Grow

In today’s world, content is shared via social media in real-time. It is a landscape that is constantly shifting and changing. This affects not only the way people communicate with their friends, but the way companies communicate with their customers. The cost of traditional advertising, such as par-per-click is on the rise. This is driving companies  closer to social media platforms such as Twitter and Instagram. The use of social media advertising has risen significantly in the past few years. Some have argued that social media advertising is ineffective because of the unreliability of information gathered on social media, but the numbers continually grow in favor of social media advertising.

Social media advertising is effective because it goes to people where they already spend the majority of their time. Not only is it a place where people spend the majority of their time it is a place originally to interact with friends. Because of this, users tend to feel more connected to businesses on a personal level. Sites and apps such as Instagram have grown from a community to share the photos we take to a channel for creative inspiration and to also connect with corporations. 

Agencies and corporations are having to keep up with new apps and social media platforms as they arise in order to stay relevant in the eyes of the consumers. Companies are beginning to utilize platforms such as Snapchat in order to engage potential customers on a more personal, interactive level.

Advertising on social media does not have to mean crowding banner advertisement onto a user’s homepage on something such as Facebook or promoting sponsored tweets on Twitter user’s timelines. It can be done in creative ways that engage users and entertain but sell when called upon to sell.