While some industries are slower to adopt digital processes, others have dominated it. One major aspect of this prompt, digital ideology is social media. As marketers, we can all agree that tools like Facebook and Twitter are indispensable for any brand concerned with having a successful social strategy, but to be prosperous on such platforms, you must have timely, engaging content. Yes, it’s much easier said than done. However, a few sizeable brands have shown us that reactive marketing on social media is an attainable goal as long as you have the right plan in place.

Oreo and the Superbowl

One of the most memorable and noteworthy examples of reactive marketing on social media was Oreo’s “Dunk in the Dark” tweet in lieu of the great Superbowl XLVII blackout. Oreo’s ad agency, 360i, expected the unexpected and compiled a social media team of 15 people including copywriters, strategists, artists and Oreo executives. The Oreo executives were on standby for instant approval on content. While some material was pre-planned, like images designed with each team’s colors to announce the winner, the organization knew they had to be ready to act in the event of something big happening.