As the flow of news and information across the world is now almost instantaneous.
Marketers are realising that they often have to react quicker than ever in order to piggy-back on an event or revelation. Reacting quickly is one thing but brands also have to gauge the public mood and not overstep the mark – for example American Apparel was slated for tactlessly using Superstorm Sandy as an opportunity to increase profits earlier in the year. Here are some of the great reactions and one-off stunts we’ve come across this year that got people talking.
The one that really got us talking in 2012:
As social media grows in importance it seems more brands are starting to see the value in taking part in a dialogue rather than just shouting about what they do and hoping people are listening. In October Bodyform responded to a witty comment left on the brand’s Facebook page with a sharp, fun, well-timed video. The comment and response went viral. Some have wondered if the whole thing was a cleverly manufactured campaign, but whether it’s real or not, it gets our vote!
Bodyform response
Other campaigns that got us talking:
Sainsbury’s saucy positioning of 50 Shades of Grey
A Dramatic Surprise on a quiet streetLynx “Sorry Harry”
VIVO Phone Booth Makeovers
Paddy Power Olympic Ambush
Tropicana Sun Illuminates Trafalgar Square