MTR’s Tuen Ma Line began operating on 27th June. Hundreds of rail enthusiasts have rushed to the Sung Wong Toi station in the morning, in order to be the first one to take the train. Some dumbfounding sound bites are created during the interview. For example, a kid mentioned that he had been waiting for the opening of the Tuen Ma line since his birth. Yet, an enthusiast named Mr Lo has created the lyrics 「屯馬開通真的很興奮」(I am really excited about the opening of Tuen Ma Line) with the melody of traditional folk song Greensleeves. His creativity went viral and many marketers started to generate derivative work. We are going to show you some interesting examples of real-time marketing.
On news media:
Compared theHong Kong news, sports news provided extra freedom in writing. News anchors will “newsjacking” on controversial issues. Following the "Andy Hui and Jacqueline Wong cheating scandal", news anchor from Hong Kong Open TV "newsjacking" on 「屯馬開通真的很興奮」again. (I am really excited to score)
(Image source: Hong Kong Open TV)
On social media:
In order to gain brand exposure, advertisers used to create seasoned content on social media. We have selected 4 interesting examples from both Facebook and Instagram to share with you.
Editors from KMB are always able to execute "newsjacking" with precise timing and accuracy. KMB has changed Mr Lo to its mascot, KMB Buddy. Compared with the original version, the audience will not sense any inconsistency. In addition, the post succeeded in bringing extra exposure to KMB Buddy.
(I am really excited to take KMB)
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(Image source: KMB’s Facebook)
Editors from IKEA revamped the lyrics to「馬桶開通真的很興奮」(I am really excited to open the toilet) to promote its toilet brush. However, not every netizen appreciates the creativity, as some of them have pointed out that the product should not be able to open the toilet. Other netizens react and agree with this comment. We should admire the rational analysis from the netizens.
(Image source: IKEA’s Facebook)
Broadway utilized the post to promote the upcoming $5,000 Consumption Voucher Scheme. (I am really excited to shop at Broadway)
(Image source: Broadway’s Facebook)
Have you seen this Instagram filter before?
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About Real-Time Marketing
Real-time Marketing focuses on "newsjacking". Making good use of the latest hot topic, recreate relevant content instantly so as to spark strong reaction online, and keep interacting with your community. The strategic value of real-time marketing lies in the fact that the brand can softly promote its products and services. Furthermore, by replying to the posts with a more relaxed and lively approach, it can build up a "down-to-earth" brand image and shorten the distance between page fans. Though many people may believe that it is to perform "newsjacking" the quality depends on these two factors:
Relevance:
Whether the nature of the incident related to your company’s business, products or services?
Engagement:
Social media page management can be a long-term battle. After posting an article, you still have to constantly interact with your supporters, in a coherent tone and style.
Conclusion:
Real-time marketing is undoubtedly a double-edged sword. A successful “newsjacking” may help your clients to stand out. However, marketers should bear in mind that the content of your derivative work should not be too offensive. This blog post sharing is a new attempt by O Digital Marketing. If you appreciate our work, you can follow our website and social media. We will continue to produce a series of content related to digital marketing in the future.
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