Harnessing Moment Marketing: The Risks and Rewards

April 18, 2024 Team Beyond words

In the ever-evolving landscape of digital marketing, staying relevant and engaging with your audience is fundamental. One strategy that has gained significant traction in recent years is moment marketing, the practice of leveraging real-time events or trends to promote your brand, products, or services.

From witty social media posts to clever ad campaigns, moment marketing allows brands to insert themselves into the ongoing cultural conversation, creating buzz and driving engagement. 82% of consumers expect brands to produce content that aligns with current events, highlighting the importance of it.

Let’s explore the fine line between a successful moment marketing campaign and potential pitfalls that might come with it.

When Apple launched the iPhone 11 Pro with its three-camera setup, Zomato, renowned for its imaginative and humorous advertising, took to Twitter to weigh in on the much-discussed iPhone launch. The ad's tagline, 'for less than 199,' hinted at a promotional offer or price point, while the tweet's caption, 'Do it like a Pro,' cleverly tied into the iPhone's 'Pro' branding.

Let's consider another similar case.

When Cristiano Ronaldo, a global sports icon, moved aside the Coca-Cola bottles placed in front of him, it sent shockwaves around the world. The incident coincidentally led to a $4 billion drop in Coca-Cola's market value the following day. Fevicol , seizing the moment, ingeniously recreated the scene with a twist, replacing the Coke bottles with Fevicol bottles. Their accompanying creative copy read, 'Na bottle hategi, na valuation ghategi,' cleverly leveraging the buzz around the event.

While some brands have enjoyed the advantages of moment marketing, many have faced a backlash.

On 18 June 2023, Titan, a submersible operated by the American tourism company OceanGate, imploded during an expedition to view the wreck of the Titanic in the North Atlantic Ocean.

A Georgia-based Subway restaurant seized an opportunity but went too far.

The outdoor signage displayed an ad that read: "Our subs don't implode," which sparked significant backlash due to its insensitivity.

While a well-executed moment marketing campaign can generate buzz and drive engagement, a misstep may lead to backlash.

By staying true to your brand's values, being sensitive to current events, and thinking carefully about the message you're sending, you can harness the power of moment marketing effectively.

Remember, it's not just about being timely, but also about being thoughtful and respectful in your approach!

Source: Consumer Goods Technology, Fevicol