Make good use of emergencies and social networks to shape brand character

Absrtact: In the Sunday, the NFL's annual Championship Super Bowl Bowl in New Orleans, the most exciting annual event in the United States, and the highest-rated television program. Tech giants, including BlackBerry and Samsung, are willing to drop

In the Sunday, the NFL's annual championship, Super Bowl, was Bowl in New Orleans, the most exciting annual event in the United States and the highest-rated television program. Technology giants, including BlackBerry and Samsung, are also willing to throw in huge sums to advertise their flagship products during the live event. For example, Samsung, the 120-second film broadcast on CBS television, "Next Big Thing", just put "Iron Man" director Favreau to take the mirror, but also invited the famous movie star Cisse Rogen ("Alien Paul", "Green Hornet") to participate in the performance, and its advertising costs as high as 15 million dollars.

However, come sooner than come. Yesterday, in San Francisco 49 people against the Baltimore Ravens in the third quarter of 13 minutes 22 seconds, the stadium suddenly suffered a blackout. Such an accident has undoubtedly caused the organizers to be embarrassed, but it has provided an excellent advertising opportunity for three companies.

Oreo: A blackout? Don't worry.

After the blackout, Oreo immediately made a poster posted to Twitter (pictured above), saying: "In the dark, you can still soak (eat)." We have to admire this biscuit company for its keen event marketing sense of smell and reaction speed. This tweet has been forwarded 13,514 times until now.

Audi: Deliver LED light to stadium.

This push is full of gunpowder, also with a bit of ridicule meaning. However, what you need to know is that the "Super Bowl" game venue Superdome Stadium is a competitor Mercedes-Benz Crown. The @mbusa in the image above is the official account of Mercedes-Benz America. Audi has always been proud of its stunning LED headlights technology. This "spit paste" not only cleverly responded to the power outage accident, but also won a humorous nearly 9,000 times the forwarding volume.

Walgreen: We sell candles ... in fact we sell light bulbs.

The two companies, Oreo and Audi are the TV advertisers of the game, and Walgreen did not launch a TV ad. The US's second-largest drug and food retailer, the only "ad" in the "Super Bowl" tournament, is the two tweets, but it seems to have worked out well: one was forwarded 2000 times and the other was forwarded over 3,000 times.

These three cases, not spending a penny, but achieved a good publicity, clever use of emergencies and social networks to shape the brand character, at least more than when the audience eagerly waiting for the results of the game to be interrupted by an advertisement to be friendly. This is the power of humor.