I know Ikea will increase sales thanks to its new bottle of “Cristiano” water (the one that was previously called Korken) exploiting the “querelle” Ronaldo-Coca Cola is to be seen. What has certainly emerged, once again, is that the Swedish company is “always on the spot”, that is, capable of exploiting a good marketing campaign. real time marketing. But let’s see what happened (not only in the Ronaldo-Coca Cola case).
European football championships 2021
Cristiano Ronaldo, the fundamental center forward of the Portuguese national team and (perhaps less so) of Juventus, during a conference in Euro 2021 moved 2 bottles of Coke he had in front of him by removing them from the camera frame and suggesting that they consume water instead. The day after the shares of the US beverage giant lost on the stock market, in a few hours, about 1.6% of their value for a total of about 4 billion dollars. Attentive to training and nutrition, Ronaldo in a recent interview had talked about his son, Cristiano Junior: «He has potential, but he eats chips and drinks Coca Cola. One thing I don’t like and he knows that when I see him I get nervous ».
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Between the two quarrels, the third …
In the dispute between 2 mega-brands (Coca-Cola and, in fact, CR7) Ikea joined. The Swedish company has in fact launched its “new” water bottle on Instagram, calling it “Cristiano” with the caption that reads “It can only contain water” at a price of $ 1.99. Nothing new: it is the classic glass bottle that Ikea has been selling for years (the Korken) but with which it wanted to play by changing its name with a real time marketing move that has always been an added value for those who manage the social media pages of the Swedish company.
What is real time marketing
In practice, a company responds promptly to external events (as Ikea did for example in the Ronaldo-Coca Cola dispute). The purpose of the brand is to be reactive on the facts of the moment and the “chatter” that derives from it (the so-called buzz) to obtain visibility and consensus. What better case for Ikea (always ready for this type of activity) than the one unleashed by Ronaldo?
Real-time marketing is almost impossible to plan: it is based on monitoring, creativity and timing: in short, companies must be “always on track”. Therefore, it is necessary to pay close attention to the topics that become trend topics and thanks to the natural virality of the topic, the company could obtain great visibility. But watch out for “stumbling”.
How to soak the Oreo cookie in the “dark”
A real time marketing “must” is perhaps that of Oreo cookies, always mentioned in the digital specialist masters. The Facts: During the Super Bowl (the final of the championship of the National football league, the American professional football league) on February 4, 2013 there was a blackout that obscured part of the Superdome stadium in New Orleans. This led to a suspension of the match for a full 34 minutes. The “social” office of the American company was timely: at 20:48 the post appeared on the official Oreo Twitter account: “Power out? No problem! ” (No power? No problem!). The post was accompanied by an image with a slogan that read: “You can still dunk in the dark”.
Success of sharing the tweet (retweet). The gimmick was particularly effective also due to the fact that many users were on Twitter to comment on the blackout during the game.