The very public accusation by Wayne Rooney’s wife that fellow WAG Rebekah Vardy was leaking her private social media stories to the press was something the Twittersphere watched with great interest. In the days leading up to Brexit’s first official ‘due date’, it looked increasingly unlikely that the UK was prepared to leave the EU on March 29th 2019. Here, KFC let the three rearranged letters of its logo, adorned on an empty bucket, say it all. Which brands have managed to reap the benefits of reactive marketing while avoiding the risks? Think about the last time you searched for a product online. Unfortunately for Oreo, it wasn’t included in the commercials during the 2013 game – but that didn’t stop them from dominating conversation when the Superdrome famously experienced a power cut live on air. The resulting media storm, both on and offline, was hard to miss, as was this excellent piece of reactive content from Specsavers: Not getting the Best Picture? Love it or hate it. For several days after the fallout, media speculation was rife; as was online discussion about the drama that unfolded. Although the image was quite basic and unpolished, it struck a chord on Twitter, accumulating nearly 25k likes and more than 10k retweets with its sarcastic tone and trademark ‘should’ve gone to Specsavers’ tagline. Kevin from PR would really appreciate it. However, in a bizarre twist and the PR turnaround of the century, it used reactive marketing in response to news of its own making. Viewers flocked online to express their dismay at the situation, and Oreo was ready: Power out? The brand took an extra step in making the image a Twitter ad, boosting its outreach further to the British public who had woken to the news the very next day. As a matter of fact, most of the examples I’ve listed further below have comedic undertones. Nothing, at least not until the horse meat scandal of 2013. EMEA/USA: +44 (0)20 7970 4322 | email: subs.support@econsultancy.com. And what does best practice reactive marketing look like? Dana Rooks, MEd & Emily Graybill, PhD, NCSP. You. Customers demand interactions with brands that are coherent across a range of channels and throughout the customer journey – we call these connected experiences. KFC made headlines in early 2018 when it famously ran out of chicken, causing the brand to close many of its restaurants until the issue was fixed with its delivery contract. This post can only be seen by one person. As social media platforms become saturated with threads, hashtags, images, videos and ads, all sorts of brands attempt to wedge in promotion wherever possible. Many online publications said it had ‘won’ the event’s marketing war, taking advantage of the captive Superbowl audience during a momentary lapse in concentration. With a lot of horses in it" pic.twitter.com/cFsLmfRz. The big wide world of social media has without doubt changed the dynamics of content marketing and advertising forever. After continuous customer outrage at the situation KFC found itself in, this served as a comedic (and yet suitably apologetic) message to the British public. Roy Capon, CEO at Zone, outlines the organisational requirements of a great customer experience strategy. to improve your user experience. If you click Reject we will set a single cookie to remember your preference. adidas x IVY PARK E-comm takeover #adidasxIVYPARK, A post shared by IVY PARK (@weareivypark) on Jan 17, 2020 at 9:03am PST. The average person reportedly spends one hour and 50 minutes on social media per day. More information can be found in our Cookies Policy and Privacy Policy. The image simply featured a large black background, a small image of an Oreo cookie and the tagline ‘you can still dunk in the dark’. Our website uses cookies to improve your user experience. Marketers have fewer opportunities to thoroughly assess the phrasing or imagery used before an ad goes live, resulting in an increased likelihood of striking the wrong tone and incurring a hefty PR backlash. The implementation of reactive strategies is important to ensure the safety of the person displaying challenging behaviour and others. Despite it being considered a somewhat waning medium for marketing, this example proves print can still engross audiences and be produced in a short enough timescale to be suitably reactive. Clearly, this struck a chord with the weary British public, with the tweet alone accumulating 8.4k likes on the platform. Who does reactive marketing well? The annual sporting event draws in around 100 million live TV viewers, and it has come to be something of a marketing triumph if you are picked as one of the brands featured in their ad breaks. You can expect it to be especially well-received when it concerns one of Britain’s favourite high street restaurants. Interventions — Preventive and Reactive Strategies . To avoid a siloed approach to CX, we need to think like anthropologists, How ‘conversational search’ converts shoppers, To understand behaviour shifts and optimize content, SEO is now mission critical, Stats roundup: coronavirus impact on marketing, ecommerce & advertising, The customer experience challenge demands clear leadership, A Day in the life of… Nick Peart, VP Marketing, EMEA at Databricks.