realtime

CULTURAL RELEVANCEThe holy grail of the commodity category brand

$3.8MM(out-of-reach) cost of 30 second Super Bowl spot

“For all the planning and millions of dollars that go into the creation of Super Bowl commercials, arguably the best ad

of the game last night was a tweet.”

Ad Age

• Created & tweeted within 7 minutes of the Power-out

• 10k RT’s within 1 hour

• Huge earned media

CHI’s ‘medium-time’ effort. Press ad turned around the following day (which unfortunately did not run)

“The beauty of real-time content is that there's always something interesting happening in the world, and

always an audience who cares about it... By focusing content development around these shared cultural

moments, marketers can transcend the demographics-driven targeting that has for so long defined the

industry, reaching more people in a more relevant way.”

B. Bonin Bough VP Global Media and Consumer Engagement, Mondelez International

2012 Oreo Daily Twists

Stand for somethingStand for something bigger than your products to allow you to have a broader cultural presence

Know your audienceUnderstand your audience beyond their consumption of your product. Understand their interests, monitor social conversation, know when and where to engage

Get agileShare data and insights in real time across functions and create the right conditions for quick-turnaround work: guidelines, decision-makers in place

realtime requirements