Last month, Oreo released an online ad during the Super Bowl that read “You can still dunk in the dark,” referencing the loss of power during the game. During big news events such as the Super Bowl and the Oscars, many companies have tried this type of real-time marketing technique. But how does it resonate with consumers?
In Ask Your Target Market’s latest survey, 21% of respondents said that they follow many brands on social media. Another 34% said they follow just one or two of their favorite brands on social media. 36% said they don’t follow any brands on social media. And 9% said they don’t use social media at all.
Only 13% of social media users said that they are much more likely to use social media during major news events such as the Super Bowl or the Oscars. 18% said they are somewhat more likely to use social media during such events. And 68% said they aren’t any more likely to use social media during major news events.
In general, 22% of respondents said they think it would definitely be effective for brands to utilize major news events to create timely ads or posts to promote their brand. Another 50% said they think this real-time technique would probably be effective for many brands. 24% said they think it would probably not be very effective. And just 4% said they don’t think real-time ads or posts during major news events can be effective at all.
So far, just 21% of social media users said they have seen many examples of brands taking advantage of major news events for real-time marketing purposes. 34% said they have seen this technique used just once or twice. And 45% said they have never seen a brand utilize real-time marketing.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on March 1 via AYTM’s online survey panel.