While most people were huddled around their TVs to watch the Super Bowl, we were watching the big game from behind our laptops, elbows deep in developing a series of Super Bowl-related Instagram videos for Tri-State Area McDonald’s. These videos were then shared out in real-time, dictated by the key plays and updated scoring throughout the game. This form of content, known as real-time marketing, is more than just a passing fad; instead, it’s now an integral part a brand’s content marketing strategy and represents a huge opportunity to be timely, relevant, and helps to create an emotional connection to the brand.

1. © MWW GROUP, ALL RIGHTS RESERVED
BEST PRACTICES IN
EXECUTING A REAL-TIME
MARKETING CAMPAIGN
OUR OBJECTIVE
To create engagement and connections between the brand and
consumers by leveraging proprietary assets.
OUR STRATEGY
To create quick, bite-sized, stop motion videos that were optimized
for sharing on Twitter and Instagram, and would engage with
customers during the Big Game on “the second screen.” Videos
were created using NFL Rush Zone Happy Meal Toys reenacting
pivotal scoring moments.
While most people were huddled around their TVs to watch the Super Bowl, we were
watching the big game from behind our laptops, elbows deep in developing a series
of Super Bowl-related Instagram videos for Tri-State Area McDonald’s. These videos
were then shared out in real-time, dictated by the key plays and updated scoring
throughout the game. This form of content, known as real-time marketing, is more
than just a passing fad; instead, it’s now an integral part a brand’s content marketing
strategy and represents a huge opportunity to be timely, relevant, and helps to create
an emotional connection to the brand.
“A textbook case of real-time marketing
in action” -PRNewser
Results:
Over 7 million national impressions
TO VIEW ALL THE VIDEOS CLICK HERE

2. © MWW GROUP, ALL RIGHTS RESERVED
For more information, please contact:
Alissa J. Blate
EVP, Global Consumer Marketing Practice Leader
212.704.9727 | alissa.blate@mww.com | www.mww.com
Twitter: @alissablate
KEY TAKEAWAYS:
Hashtags and Keywords
The MWW digital team conducted real-time tracking of
hashtag usage to determine relevant opportunities to
capitalize upon within existing conversations. To offer
the best possible reach for the videos, various keywords
and hashtags were considered and tracked to organically
leverage our content; we even researched how people
were referencing the teams on Twitter (using #SEA versus
#Seattle). Our messages were adjusted accordingly
throughout the game as we saw opportunities and usage
skewing towards other keywords.
Be Agile
Within four days we conceived, shot and posted the videos
throughout the game. We didn’t overthink the production
value, and opted to subtly integrate McDonald’s product
and branding rather than shouting our message to
consumers, which ultimately would have overshadowed
the execution and turned off viewers.
Keep the Team Small
Our team consisted of four people, encompassing social,
creative and content development, in addition to a video
production team. We built a small set in the office, shot
and edited on-site, and ensured that the process didn’t get
bogged down with too many opinions.
Don’t Overkill the Idea
Keep the execution and language simple. This is not
about high production values or long-winded content;
it’s about simplicity and allowing the idea or message
to shine through.
Real-Time Etiquette
We didn’t post just for the sake of posting, but rather,
timed our posts based on plays that unfolded during
the game. If you’re going to react to something that’s
happening in real-time, make sure your response is posted
within the first few minutes, not hours later. Also, make
sure what you’re posting is relevant both in timing and
subject matter.
Your New Home Page: SEO and Social
If you think about the crucial things that connect all
aspects of a content marketing ecosystem, it’s SEO
and social. They are the key to being heard, raising
engagement, and, of course, sharing. Everything we do
includes some form of search engine optimization from
the outset.
Don’t Lose the Brand or Product Relevance
As with any content marketing, it’s all about ensuring
that the text, image or video is creating an emotional
connection to the brand by being useful, informative or
simply entertaining.
Do more with less
The marketing spend doesn’t have to be significant to
generate ROI for real time marketing. Being authentic is
critical for engagement and consumers are always looking
for opportunities to interact with brands.
To learn more about content marketing strategies that
will benefit your brand, please contact us.
2014 PR New’s Digital
PR Award Winner
Most Engaged Brand