Imagine how much traction your brand could obtain if you received as much media and coverage as a sports personality who recently brought glory to the country at a grand event or stage. Even though your business was not directly sponsoring such an event, your brand is still in the spotlight and receiving positive perception from consumers. This is what moment marketing is about, taking the opportunity to contribute or partake in a trending event and striking gold in terms of marketing and brand outreach.
What is Moment Marketing?
Moment marketing is a branding and marketing strategy which is a spur-of-the moment creation of a marketing resource, collateral, or an initiative to obtain instant outreach, presence and coverage. It benefits brands immensely in terms of short bursts of sales, quick collaborations with other brands, and publicity which usually lasts as long as the sheen of the event lasts.
Case study: Domino’s Pizza offers free lifetime pizza to Mirabani Chanu, Indian Silver Medallist at the Tokyo Olympics 2021
All it took was a single statement by India’s star performer at this year’s Tokyo Olympics. Mirabani Chanu made a simple comment about wanting to eat some Pizza after her spectacular win at weightlifting live in front of a global audience. Domino’s immediately took the opportunity to come to the forefront and offer an international winner a lifetime’s worth of free Pizza through a Digital Activation Pact with the brand. This move triggered a chain of events where Domino’s is now receiving brand mentions every time the Olympic champion is mentioned in the media. This has boosted Domino’s brand outreach tremendously making it a talking point throughout the Olympic season in India.
Benefits of Moment Marketing
As gleaned from the case study above, moment marketing benefits brands in three key ways
Celebrity collaboration achieved
Without spending a dime or going through tedious collaboration procedures, brands can capture the celebrity’s face for endorsements.
By strategically placing their brand in a crucial event with global relevance, Domino’s branding activities are sorted for the entire year effortlessly.
The brand will trend throughout the event or until its relevance is valid. Sporting events like the Olympics hold significance for a long time to come which means that brands like Dominos will stay forever associated with it in a way.
5 best moment marketing instances in recent times
The Rahul Bose Movement
When popular Bollywood actor Rahul Bose spoke about being overcharged for 2 bananas at the JW Mariott, a lot of brands like Manforce Condoms and Godrej Nature’s Basket took the opportunity to do moment marketing.
Oreos’s Super Bowl Campaign
Oreo released a popular campaign during the 2013 Super Bowl game’s brief power outage through its ‘You can still dunk in the dark’ campaign.
Flipkart’s World Emoji Day campaign
Flipkart released a moment marketing campaign on World Emoji Day in 2018 with a creative ad campaign.
Paytm’s tweet during the demonetisation drive
Paytm expertly used the demonetisation drive in India as an opportunity to promote their platform through a single tweet which was a brilliant marketing strategy.
The Durex campaign during the discovery of the Black Hole
When the image of the first ever captured black hole was released, Durex utilised the opportunity to run a moment marketing campaign.
Mirabani Chanu made a simple comment about wanting to eat some Pizza after her spectacular win at weightlifting live in front of a global audience. Domino’s Pizza immediately took the opportunity to come to the forefront and offer an international winner a lifetime’s worth of free Pizza through a Digital Activation Pact with the brand.
What’s in it for me?
Moment marketing is a classic example of brand communication when the consumer is all ears and is willing to listen. Since consumers are more receptive during specific moments, these marketing strategies get more traction. It’s a simple but brilliant way for start-ups to be instantly seen and heard with minimal effort or resources. It’s all about timing in moment marketing. By utilising this strategy at the most opportune moment, start-ups and small businesses get the opportunity to instantly become a part of conversations that are relevant and beneficial for your business.
To adopt a moment marketing strategy, you need to create a marketing funnel of upcoming micro moments that are significant from a business standpoint. Based on this funnel, you need to run an ad campaign or perform other brand outreach strategies to be seen and heard by your target audience at the right time. Marketing is a very important and powerful tool for start-ups and small businesses. By adopting new age, trending marketing strategies, you can scale up rapidly and be perceived as a modern brand and business.