I think we’re all familiar with that fear of messing up and the potential mockery from friends and family that follows. Now imagine this happening on national television. Imagine your mistake being used as a way of reaching thousands of people around the world to sell a product or raise awareness of a brand.
That’s moment marketing for you, and it happens a lot.
Moment marketing is a reactive form of marketing, that is often playful and fun. Perhaps the reason it is so successful is that it pokes fun at situations people are already talking about.
These moments, begin to appear everywhere on social media and are turned into endless memes. Quite honestly, you can’t escape them.
However, it becomes more of an interest to us when large brands jump on the bandwagon, determined to make a success out of other people’s mistakes and misfortune.
Maybe this is a somewhat skeptical viewpoint and maybe brands are simply wanting to join in the fun, but let’s have a look at a few examples of moment marketing, and you can arrive at your own conclusion.
A 2014 World Cup game between Uruguay and Italy is entering the closing stages. The next thing we know, an Italian defender, Giorgio Chiellini, is bitten. By a bug? the naïve may suppose, but no. Chiellini was bitten by another player, the infamous Luis Suarez, an act which was broadcast live to an audience well into the millions.
Naturally, people could not get enough of what had just happened. It was Tweeted about, reported in the news, and our Facebook feeds were inundated with video replays.
This is where Snickers saw an opportunity. Directly tweeting the man at the centre of all this mayhem, they instructed Suarez to ‘just grab a Snickers’. A pretty simple Tweet, repeating their famous catchphrase, and yet we loved it. It was retweeted over 43,000 times, and liked nearly 29,000. They included the hashtag #luisssuarez which was undoubtedly trending at the time as a way of joining in the online mockery of the shocking behaviour. This brought Snickers to the forefront of everyone’s minds, and let’s face it, that’s going to increase sales.
— SNICKERS® (@SNICKERS) June 24, 2014
Who could forget Steve Harvey’s blunder at the 2015 Miss Universe competition.
To refresh your memory, this saw the wrong girl crowned, and then de-crowned in front of not only a packed crowd but a huge T.V. audience. Obviously, much like the Suarez incident, people could not stop talking about it.
Cue Burger King…
Their tag line? ‘At BK everyone gets to keep their crown’, alongside an image of a woman being crowned with an iconic Burger King crown. Much like before, people loved Burger King’s witty response to Harvey’s mistake, with over 50,000 retweets. With that many people seeing and responding to their Tweet it’s clear that Burger King became central to many of our conversations.
At BK everyone gets to keep their crown. pic.twitter.com/vrRKG3dMs7
— Burger King (@BurgerKing) December 21, 2015
It would almost be rude for us to talk about Steve Harvey’s live mishap and not talk about the most recent awards show mistake that took over social media. I am, of course talking about the disastrous Oscars award ceremony which saw the wrong film receive the coveted Best Picture statue, and then the almost instantaneous realisation of the mistake being made.
Of course, much like the other examples of moment marketing we have looked at, brands simply couldn’t leave it alone. Arguably the most successful example being Specsavers, who tweeted the red envelope revealing their catchphrase ‘should’ve gone to Specsavers’.
This genius piece of marketing got them over 52,000 retweets, reached millions around the globe and even got reported in the mainstream news.
— Specsavers (@Specsavers) February 27, 2017
By jumping on a bandwagon and offering a witty, satirical look at other’s mistakes, brands manage to engage with vast audiences, avert attention on to their own activity and stick in the minds of consumers. Moment marketing, when done right, is a great way of manipulating a situation in your favour and showing the world your brand has a lighter side.
Any moments of marketing genius which have caught your eye, then do let us know.
Tweet us at @WolfstarPR or tell us in comments below.