Oreo’s “blackout” tweet. Arby’s tweet about Pharrell’s hat, Nintendo’s Wreck-It Ralph Tweet. These are some of the go-to examples of “real-time marketing.” You can’t watch a live event now without being bombarded by branded messages, all of which are meant to associate the brand with the real-time event and become part of the conversation. Unfortunately, participating in these conversations in real-time is substantially more difficult for big brands than it is for you on your couch.
Sure, a Tweet is only 140 characters. And yes, you may crack the same jokes as the ones you see brands make that then blow up on Twitter. But for a brand with thousands of employees and with legal, marketing, and PR departments, even a 140 characters can easily get caught in a mess of red tape.
On Tuesday, April 29 at 10:15 AM, join my social media supervisor Jeana Anderson and Joe Giallanella, Associate Brand Manager for H.J. Heinz at WOMMNext here in Chicago. They’ll be giving a “behind the scenes” presentation on how Heinz used social media to supplement their Super Bowl commercial and participate in the global conversation. Check out this interview with Jeana for more details on the session.
If you want to hear their happy and realistic session, register to attend the WOMMNext conference. Until then, connect with her on social personally at @jeanaanderson or through her company @cramerkrasselt and session co-speaker, Joe Giallanella @HJHeinzCompany/@HeinzKetchup_US.