The brands that responded in a less than relevant manner… well… they just looked a bit crass.
@Cellecta_LTD This is a terrible attempt at agile marketing #fail #hijack
— Joe Boon (@JBoon11) May 22, 2014
Social media is the agile marketer’s dream. A real-time playing field full of digital savvy users ready to comment on and share any particularly innovative, clever, entertaining or attention grabbing piece of content.
In order to capitalise on a trend, a hashtag or any other newsworthy event at a moment’s notice, brands need a marketing team able to respond quickly, creatively and with senior support able to sign-off ideas quickly.
As opposed to the values of content marketing, agile content creation doesn’t need to be a thoroughly researched, minutely planned narratively driven HD YouTube upload.
It matters little whether content is branded or not, whether that content is from a major corporation or a start-up from down the road, all that matters is the quality of the message being delivered.
Agile marketing can simply be well-Photoshopped, amusing image in response to a trend or, as in #GiveTheGregTheHoliday, a very well timed giveaway.
It matters little whether content is branded or not, whether that content is from a major corporation or a start-up from down the road, all that matters is the quality of the message being delivered. Ecommerce brands are in a great position to achieve similar results as TrekAmerica enjoyed above.
Chris Lake covered 26 superb examples of agile marketing in action last year, here are some other brilliant examples of agile marketing with a particular focus on ecommerce.
Normcore describes a style of wear that’s basically non-descriptive, or ‘dad-brand non-style’ as a NYMag piece recently described it. It’s a misappropriated term that was originally meant for general cultural conformity, rather than a fashion trend, but still that’s how it’s being popularised.
Here’s Gap’s response to the NYMag article.
We’ve been carrying your #normcore staples since 1969. RT @NYMag Normcore: http://t.co/zrTtwMgaTF
— Gap (@Gap) February 27, 2014
As far as fashion movements go, it’s nothing much more than the core range that ever fashion retailer stocks all year long, therefore brands like TopShop, American Apparel and ASOS don’t really have to do much to capitalise on it.
Alex and Alexa
As Ben Davis reported in his agile newsjacking piece the children’s apparel site known as ‘the NET-A-PORTER for under 14s’ does some excellent news-jacking.
This one was probably ready to go months ahead of the birth, as was I’d imagine a princess version, but here’s a simple promotion used around the birth of Prince George that isn’t too craven.
Prince George is already proving to be quite the little trendsetter! See our edit here >>http://t.co/SqagrSHZud pic.twitter.com/8wgM8pj7Ub
— ALEXANDALEXA.COM (@alexandalexa) April 11, 2014
New York Sports Club
The New York based gym chain took out these timely newspaper adverts… Take that Kim and Kanye!
And only slightly more terrifyingly… Take that, Kim Jong-un!
The crowd-sourcing t-shirt company showcased its new custom print tool by making tees based on funny tweets from celebrities and tweeting the product back at the celebrity.
Hey @ConanOBrien, we made this tee for you using our new @typetees app! pic.twitter.com/g8GGoYflpj
— Threadless (@threadless) May 23, 2014
No strangers to hijacking recent news stories that have a particularly ‘optically challenged’ slant, here’s the opticians response to the French rail snafu last week…
Ils auraient dû aller chez Specsavers, as the French might say. #shgts pic.twitter.com/poAqXu8S2d
— Specsavers (@Specsavers) May 23, 2014
The American discounts site uploaded these brilliant Super Bowl parodies to Vine during the big game, each one responding to a moment as it happened.
That’s the beauty of sock puppets I suppose.
One of many brands to capitalise on the recent tube strikes, here’s a canny bit of agile email marketing.
Here is the ever agile Adidas’s tube strike effort.
When transport goes down, lace up. Show us how you’re beating the commute. Share your running pics! #boostlondon pic.twitter.com/9JzIlbn27R
— adidas UK (@adidasUK) February 5, 2014
Although many of Adidas’ tweets do smack of being planned well ahead of time, this just shows how important it is to have an accessible and detailed calendar of relevant events.
Congratulations @andy_murray! #allinformurray pic.twitter.com/3WT0F9pYhD
— adidas UK (@adidasUK) December 15, 2013
Minutes after same sex marriage was legalised in the UK, Virgin Holidays tweeted this image and achieved an incredible 25% engagement rate across Twitter and Facebook.
#equalmarriage: Time for a honeymoon. pic.twitter.com/Y9kFDW0w
— Virgin Holidays Ltd (@VirginHolidays) February 5, 2013
Also in support of gay marriage and publishing timely advertising were…
With this subtle and brand relevant ad.
Ben & Jerry’s
With an entirely new limited edition product.
The US pizza company regularly posts hilarious and slightly off-kilter tweets. It’s major strength is in picking specific events to live-tweet with equal parts charm and snark.
LLLLLLLLET’S GET READY, TO APPEAL TO SOME MILLENNIALLLLLLLLS #MTVMovieAwards #AwesomeSauce
— DiGiorno Pizza (@DiGiornoPizza) April 14, 2014
It’s also wonderfully adept at responding to even the most bizarre and accusatory tweets.
@WilliamFHolman NOT TRUE! PIZZA LOVED YOUR DAD LIKE A BEST FRIEND FROM COLLEGE THAT CONSTANTLY TRIED TO HIT YOUR FUNNY BONE WITH HIS KNUCKLE
— DiGiorno Pizza (@DiGiornoPizza) January 22, 2014
Obviously this one took a lot more planning than most agile efforts, but this transformation of a five-year-old’s bedroom into a Star Wars LEGO Ewok village was perfectly timed for May the fourth (unofficial Star Wars day).
This one’s just a bit weird. Although credit should be given for having a Stormtrooper costume lying around the office.
May the 4th be with you. But where do the Storm Troopers get their force from? Oddbins, naturally: pic.twitter.com/LC7NSDyexS
— Oddbins (@oddbins) May 4, 2014
The London based purveyors of idiosyncratic gifting isn’t doing anything particularly groundbreaking on Twitter, but it is reacting to daily events with a well-timed product placement and well shot photography.
In response to Earth Day…
It’s #EarthDay & we’re harnessing nature to charge our devices. So should you ya #EcoHooligans http://t.co/aMI3wZ7JON pic.twitter.com/MmjMnNiN7P
— Firebox.com (@firebox) April 22, 2014
In response to a Rubik’s cube themed Google Doodle…
If you’d rather play with the real deal than today’s Google doodle: http://t.co/vZkVro8kgY #RubiksCube pic.twitter.com/JIcXv59QHi
— Firebox.com (@firebox) May 19, 2014
At the very moment that Apple announced its first ever vibrantly coloured range of iPhones, Nokia, a company that has been offering a similar range of colours for a while, tweeted this at the exact same time.
Thanks, #Apple ;) pic.twitter.com/x4w3r8Ghcy
— Nokia UK (@nokia_uk) September 10, 2013
Nokia’s tweet hijacked the #Apple hashtag, stole the conversation away from the iPhone announcement and became the most retweeted brand tweet ever, doubling the previous record set by Oreo’s ‘You can still dunk in the dark’ Super Bowl tweet.
Honda vs Oreo
I covered various Twitter spats between brands in What do we get out of brands interacting with each other on Twitter? One of my favourite examples is the following agile response from Oreo…
Honda introduced a new minivan in 2014, the primary selling feature apparently the introduction of a built-in vacuum cleaner.
Honda felt this would be the perfect opportunity to achieve some cheeky cross-brand marketing and tweeted the following shots across some innocent brands’ bows.
Mmmmmmmm. The rainbow is tasty @Skittles. Sincerely, The Honda Odyssey Touring Elite with built-in HondaVAC. pic.twitter.com/wGnkRrrsfI
— Honda (@Honda) October 1, 2013
Dear @LEGO_Group, Friendly reminder: bricks on the floor are mine. Your fan, The Odyssey w/ an available HondaVAC pic.twitter.com/V36BrAgFBW
— Honda (@Honda) October 1, 2013
The tactic was a winner and most brands reacted fairly swiftly with their own responses, therefore spreading the reach of the campaign. However Honda didn’t reckon on the might of Oreo, the king of agile social marketing.
Hey, @Honda. Next time, try sucking up something your own size. #MegaStuf pic.twitter.com/GToo0a3rZG
— Oreo Cookie (@Oreo) October 1, 2013
Take that Honda!
For more on agile marketing, read Ashley Friedlein’s advice on the 70:20:10 rule of agile marketing.