Dive Brief:
- Halloween is the latest event to become the focus of the real-time marketing trend, which has exploded on Twitter with previous attempts both delighting and dismaying users.
- Oreo, crowned the master of real-time since its Super Bowl blackout tweet, is leading the pack in Halloween-themed tweets with its Vine video reenactments of famous horror movie moments.
- Tide and Downy both channeled Stanley Kubrick classic The Shining, while FedEx wanted to ensure followers were ready for a zombie attack.
Oreo Frighteningly Introduces: The Exortwist. #OreoHorrorStories Now playing at https://t.co/PFoY1dJCBr #Halloween
— Oreo Cookie (@Oreo) October 30, 2013
Come play with us, @Downy. Forever and ever and ever... #TheShining #ScaredStainless #Halloween https://t.co/r59QMCafHM
— Tide (@tide) October 30, 2013
Heeeeeeeeere’s Downy! @Tide #TheShining #ScaredStainless #Halloween! pic.twitter.com/x8jIkb7p8j
— Downy (@Downy) October 30, 2013
Ship just about all #Zombie Apocalypse survival gear for one flat rate. http://t.co/dBFakULscn pic.twitter.com/BuEi8p9plH
— FedEx (@FedEx) October 28, 2013
Dive Insight:
While many marketers may roll their eyes at holiday and other real-time tweets, the fact is they often work—if executed correctly. Oreo is, of course, a great example of capitalizing on real-time events in an effective way. The key is to make a real connection to the event that makes sense and is entertaining.
