World Cup 2019 - the official sponsor of the ICC World Cup was Coca Cola but it was PepsiCo India which has stolen the thunder.
It all started with an 87 year old Indian cricket fan Charulata Patel. She has become an internet sensation.
And Pepsi didn’t miss to capture this moment.
Pepsi acknowledged the Swag of this old lady and collaborated with her for a unique digital campaign which will pay tribute to the undying spirit of the Indian cricket fan.
This is known as Moment Marketing.
Today people are more enlightened and empowered than ever before. They are keen to know every single moment around them. And you must use this fact by delivering them the right information at the right time.
Streaming static marketing ideas and campaigns are practices of the past. Consideration of current events and happenings across channels is the current trend and this trend is here to stay.
The idea behind moment marketing is to :
- Reach your target audience more effectively
- Engage with your audience
- Encourage quick action
- Build an emotional bond with your audience
You can obtain tremendous results of Moment marketing if you understand the expectations and emotions of your audience.
Marketing experts explain how Moment Marketing helps brands : ‘It makes the brand younger and active’. It connects people to a brand as if they are sitting in the same universe.
How can we forget Zomato while discussing Moment Marketing.
Zomato India’s ‘Ghar ka Khana’ tweet went viral on the internet recently. It says ‘Guys, kabhi kabhi ghar ka khana bhi kha lena chahiye’.
This tweet went viral and to everyone's surprise, big brands like YouTube India, Amazon Prime, MobiKwik, Dabur Hajmola, among others joined the thread, and each tried to have the last word. However, Zomato emerged the true king of the ring! Check out the image below :D
And this is how Zomato created a brand moment.
Moment marketing embraces latest events by generating campaigns around which people can relate easily.
As a brand you need to be responsive to the happenings around. Make use of offline experiences of events for online interactions.
Think of the “#RahulBoseMoment”
Brands started leveraging Rahul Bose’s tweet about being charged Rs 442.50 for two bananas at Hotel JW Marriott in Chandigarh. And it is being called as the ‘Rahul Bose Banana Moment’.
Here are some of the brands that made the most of the moment.
So it’s time for your brand to seize the moments and convert them into successful marketing campaigns. You must organize around all the moments that matter.