There’s no doubt twitter has become a prominent form of information. Whether it’s a person, business, corporation, or organization, it seems everyone these days has a twitter. It an extremely useful tool to keep consumers up to date on information and current event. But with great power, comes great responsibility. Cinnabon learned this the hard way after legendary actress Carrie Fisher died.
This post was not received well. Many people saw it as inconsiderate, immoral, or trying to profit of a sad situation. Cinnabon’s brand was instantly tarnished due to just just one tweet. It’s safe to assume some one lost their job because of this. This is a reminder of how important it is to think before you tweet. Does this offend anyone? What am I trying to say in this tweet? Can it be taken the wrong way? You don’t get a second chance either, in today’s media once it’s out there you can’t get it back.
This situation got me thinking about the possibilities of live tweeting during the Super Bowl. Many companies do it, so one has to work extra hard to stand out during a time everyone trying to get some press. In 2012, the power in the football stadium, delaying the game for an extended period of time. Oreo, sensing an opportunity tweeted this:
This tweet was well received and retweeted thousands of times. What made made this tweet so good was how timely it was. But how did Oreo get this out so fast? It has become custom for company’s that have a stake in big events to hold a ‘war room’. In this war room, all the major advertising and public relation contributors get together and see how they can market of the given event or situation at hand. This allowed Oreo to make, process and approve the tweet at hand so quickly.
Esurance decided to step up the game in 2014:
This commercial asked people to tweet out a hashtag to win money, which then got the hashtag quickly trending on the Twitter home page. It sent the twitter-verse into a spiraling frenzy. It utilizes multiple media platforms to first send out a message, and then to get people engaged in the brand. It has a likable celebrity in John Krasinski, a big pile of money, and a clever gimmick. The risk associated with it is that fewer people may see it, so the message may fail to take hold.
Overall, twitter can can be a savior or a destroyer when it comes to a companies real time marketing scheme. It important to remain mindful, and to use safe and ethical IMC techniques.
How do you feel about Esurance taking the risk that it did? Have you ever been swept up in Twitter frenzy? What are some instances where tweeting has worked, or instead upset the public?