Six examples of clever reactive marketing
07/12/2016

Social media has, to a certain extent, helped birth reactive marketing. This form of marketing is the complete polar opposite of proactive marketing, as instead of working to anticipate changes across consumer markets, it usually takes place because of an unforeseen circumstance or an unplanned opportunity.

It’s easier than ever before for brands to communicate at the push of a button and the opportunities could well be endless.

We decided to take a look at six of the best examples of brands absolutely nailing reactive marketing and involving themselves in an online conversation around a current issue.

 

Mini
The infamous horse meat scandal was one that Mini brilliantly capitalised on for their own advantage.

With just one simple advertisement, that included a very clever play on words, Mini pushed their name into the discussion, which theoretically they should of been nowhere near.

 

Specsavers
The 2012 Olympics will be remembered for many things. One of them is particularly unfortunate for residents of North Korea. Before a football match between Scotland and North Korea at Hampden Park, the South Korean flag was shown by mistake which caused protests from the North Korean players.

Specsavers wasted no time in creating an advertisement reacting to the error. They featured both the North and South Korean flags and aimed to connect the mistake with their well known ‘ should have gone to Specsavers’ ad campaign.

 

Snickers
For Jeremy Clarkson, if there was ever a positive to take from being sacked by the BBC following his “scuffle” with a producer, it might have been the box of 48 Snickers bars that the company sent to him.



The reactive PR stunt was a tweet showing postage on the box to be sent out by the company. The stunt has parrallels with the long running TV campaign they have where chocolate is given to people who aren’t acting themselves due to hunger. 

 

Volvo
It’s well known that the Superbowl is the biggest game of the year when it comes to American Football and it attracts one of the biggest TV audiences for any sporting event in the world. Due to this, the Superbowl has become one of the most expensive advertising slots on the TV with thirty second slots costing many millions.



Volvo decided to take a completely different approach to other big car brands who spend millions in Superbowl advertising. The idea they came up with was simple but genius. Every time a car commercial was shown on TV during the Superbowl, Volvo asked viewers to tweet #volvocontest to get a chance to win a car for a person they nominated.



By doing this Volvo stole all the buzz away from other brands, who had paid millions for a TV slot, and refocused viewers attention on theirs and shifted all the social conversation to Volvo. It’s been known as the best “steal” ever - sticking with all things American Football. 

 

Game of Thrones
June 2015 seen the Supreme Court of the United States rule in favour of marriage equality, people took to social media to share their excitement at the decision and plenty of brands quickly jumped in to the mix.



Game of Thrones showed their support for the decision with this tweet, that includes one of the shows gay characters in front of a rainbow flag. It certainly added a human element from the HBO show about a topic that thousands of people were ecstatic about.

 

NASA
This one is a little bit more proactive than some of the others we’ve featured, but it again shows the willingness of a brand to jump on something that’s popular on social media.



NASA decided to run an all-day hashtag campaign on the back of the space movie Gravity being nominated for an Oscar in 2014. Using the hashtag #RealGravity, they posted numerous fun facts and striking visuals that were related to gravity.



Job Search

Digital Designer
14/12/2017 | £21-30k | Manchester

Are you an experienced digital designer? Im working with an established studio based in Manchester seeking multiple creative and technically minded digital designers.The offices are based in a great location, with lots of ...

Freelance Digital Artworker
14/12/2017 | £16-22ph | Yorkshire

We are currently on the lookout for freelance digital artworkers with at least 4 years industry experience to work with a number of clients across Leeds and Yorkshire. Key skills - Highly skilled in Photoshop - Strong ...

Freelance Artworker
14/12/2017 | £14-20/HOUR | Yorkshire

We are currently looking for experienced and talented Creative artworkers to work in house for freelance bookings across the Northwest and Yorkshire Successful candidates will have at least 4 years industry experience, ...

Freelance Magento Developer
14/12/2017 | £+200/day | North West

We are currently looking for talented Magento developers to cover freelance roles across the Northwest and Yorkshire. Successful candidates will have at least 4 years industry experience with the ability to work in fast ...

Freelance Presentation Designer
14/12/2017 | £18-28/hour | Yorkshire

We are always on the lookout for experienced Presentation designers with 3+ years industry experience for various freelance roles over the Northwest and Yorkshire If you meet the requirements below and are interested ...

Freelance Web Designer/ Front End Developer
14/12/2017 | £23-32.50/hour | Yorkshire

We are currently on the lookout for experienced freelance front end developers with strong web design skills for both short and long term bookings with a variety of high profile clients across the Northwest and Yorkshire. The ...

Freelance HTML Email Builder/Designer
14/12/2017 | £18-25/hour | Yorkshire

We are currently on the lookout for talented freelance HTML Email Builders/Designers with at least 4 years industry experience for a various bookings across the Northwest and Yorkshire. Successful candidates will have ...

Freelance IOS Developer
14/12/2017 | £150-300/day | Yorkshire

Are you a freelance IOS developer on the lookout for your next booking? Then could be the perfect opportunity for you. We are always on the lookout for talented IOS developers to fill various freelance roles across the ...

Freelance Designer
14/12/2017 | £16-27/hour | Yorkshire

We are currently on the lookout for fantastic freelance designers with at least 4 years industry experience to fill a variety of roles across the Northwest and Yorkshire. Successful candidates will be able to show a distinctive ...

Freelance Android Developer
14/12/2017 | £200-250/day | Yorkshire

We are always looking for talented, experienced Android Developers for freelance roles across the Northwest and Yorkshire. Successful candidates will have flexibility with availability and will be happy to work in house. If ...

12345>>

Results: 58