When Super Bowl lights went out on February 3rd, 2010, the rules of the advertising game changed. After 5 minutes of blackout at the “Mercedes-Benz Superdome”, Oreo brand twitted an image of a cookie on a black background and the caption “You can still dunk in the dark”. Audi also twitted “SendingsomeLEDsrightnow”. Oreo´s message was retweeted by 15,000 users and faved by 6,000. The message from Audi also got almost 9,000 retweets and 3,000 favs.
From that moment on, brands understood the importance of the call.
Before posting an advertising spot, the agency must present the idea to the client, who must approve it, and this process takes months; however, in real-time marketing, the message is created and posted immediately, and that is why the community manager has a key role. Still, “this position is not considered that relevant, although it is as important as the spokesperson of the organization,” stated Bourgeois. In that sense, the community manager cannot post anything on social networks when working on instant communication without asking the brand´s team.
In Buela's view, “the community manager is as or even more responsible for the positioning of the brand than the most renowned directors of a TV advertising spot”. He also considers that real-time marketing demands the creation of creative and visual messages with communicational impact on a tiny period of time and with an explosive response from users, “very different to the times that enable the creation of ads for TV, public spaces or radio”.
Lea la versión en español aquí.
