MARKETING THE MOMENT ?
With multiple brands fighting for consumer eyeballs today and several ads being skipped on TV or OTT platforms, brands have taken to cashing in on certain memorable moments which consumers are talking about or creating such unique moments on a digital platform. Not only is it cost-effective, but can also help brands connect with audiences in such a way as to drive both lasting engagement and impulse buying. Indeed, these are all opportunities for brands to create moments that consumers will remember long after the campaign is over, thus associating that moment forever with the brand.
Recently, events like the IPL, ICC Cricket World Cup, and General Elections have given rise to a flurry of brand campaigns around them, juxtaposed with popular shows like Game of Thrones and Stranger Things, the Avengers: Endgame movie and trending moments around the Chandrayaan-2 lunar mission, Hima Das winning gold medals, FaceApp challenge, #10yearchallenge and most recently, the Rahul Bose tweet about being charged Rs 442 for two bananas at JW Marriott.
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