The genius 'Oreo Moment' I wrote about a few weeks ago has predictably already created a trend that brands are copying during live events. Dulux attempted a similar message during the Brits earlier this month. They tweeted a picture of the paint colours featured on the Brit Statuette that was designed specifically for the event by Damon Hirst.
Although this tweet had the same relevant and current message that made the Oreo communication so genius, it somehow fails to have the same impact. This could be for a number of reasons. Oreo were first brand to work quickly to send out a completed ad relevant to the consumer and the event. This had never been seen before and therefore Oreo benefited from being the trail blazers. The content of the ad also used humour and made light of the situation which encouraged consumers to share through social media.
Therefore although this is a good attempt by Dulux, to champion this trend the ad may need to have a more humorous, interesting or unique message to have the same impact of the Oreo ad. We are still talking about this communication so It is still a good idea to have a team ready for any event that drives high volumes to Facebook or Twitter just in case an Oreo opportunity occurs.
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