Nothing beats the feeling of a live experience. In 1996, I watched as St. Louis Cardinals first baseman Ozzie Smith took his final regular season back flip in the infield of Busch Stadium II. I watched in awe as Chris Stapleton sang with Justin Timberlake at the 49th Annual CMA Music Awards backstage at Bridgestone Arena in Nashville. And I tweeted with immense passion as Big A was finally revealed on Pretty Little Liars.
So many of today's big moments are happening in real time. Just take a look at Twitter's latest campaign. For brands, this gives them the opportunity to join the conversation through engaging, creative and most importantly, relevant content. Here are a few ways brands are doing just that:
Embrace your brand story. In 2011, Buffalo Wild Wings (#client) aired a campaign called "Hit The Button." It implied that Buffalo Wild Wings could change the course of a game with just a tap of a button. Fast-forward to 2018, and fans are still asking whether or not we "Hit The Button." By owning the conversation, Buffalo Wild Wings is able to play along with fans, driving brand awareness in a natural way.
Use your assets. Seemingly small details can have a major impact. When AT&T (#client) was first asked to host the CMA Awards Red Carpet Show in 2015, the plan was to capture content backstage. These loose guidelines allowed us to get creative on the type of content we captured, including the first "Twitter Moment" mention for the brand - a photo of the show's seating chart.
Creative copy connects consumers. Don't just wait for a big moment. Get your best and brightest minds ready to roll when a brand-adjacent event is happening. Keep an up-to-date calendar of conversation starters (television, sports, industry conferences), and utilize it when building out your content calendar. For those key dates you want to participate in, have a team ready to engage when the moment strikes. Provide them with guidelines for engagement, along with a point of contact for quick approval.
With a little preparation and a lot of creativity, you can find your own Oreo moment.