The power of reactive marketing
Written by Amy Shaw
In today's fast-paced world, brands must remain agile and adapt swiftly to the ever-changing currents of public interest. That’s where reactive marketing comes in - a strategy that thrives on the spontaneous and the timely. But what exactly is reactive marketing and how can it benefit your brand?
This article has been assigned the following categories: Marketing,
What is reactive marketing?
Reactive marketing involves creating impromptu posts, campaigns, or advertisements that respond directly to current events. These marketing efforts are often unplanned and designed to demonstrate a brand's awareness and quick reaction to significant, sometimes unexpected situations. The aim is to create buzz, foster conversation, and engage customers in real time, leveraging the relevance of a moment to enhance brand visibility and relatability.
Examples from major brands
Several major brands have successfully employed reactive marketing, turning current events into powerful marketing opportunities. Here are a few notable examples:
KitKat: Global IT outage
In July 2024, the IT outage caused by CrowdStrike brought the world to a near standstill, affecting everything from flights to hospital systems. Amid the chaos, KitKat saw an opportunity to inject some humour into the situation.
The brand created a parody of the infamous "blue screen of death", but in KitKat's signature red. The clever twist on their iconic slogan, encouraging people to "have a break and recharge too", resonated with audiences, providing a moment of levity during a stressful global event.
Transport for London: Taylor Swift Tour
When Taylor Swift's Eras Tour made its stop in London, Transport for London (TFL) capitalised on the event by creating a Taylor Swift-themed Tube map. Each line on the map was renamed after one of Swift's albums, with stations labelled, for example, “Nights in Brixton” and “So Long London Bridge” after her hit songs "London Boy" and "So Long, London ".
The map, decked out in sequin colours, not only paid tribute to Swift's music but also encouraged fans to explore London and visit iconic locations mentioned in her songs. This creative collaboration between the public transport entity and a pop icon generated significant buzz, showcasing how reactive marketing can blend cultural phenomena with local branding.
Corona Cero: Paris 2024 Olympics
As the official global beer sponsor of the Paris 2024 Olympic Games, Corona Cero seized the opportunity with a campaign titled "For Every Golden Moment".
The campaign, which promotes the no-alcohol beer, encourages fans to embrace not only the triumphs of Olympic athletes but also the "golden moments" in everyday life. The campaign resonated with audiences by aligning the brand with the spirit of the Games and promoting responsible consumption to build a better world.
Nike also produced a controversial advertisement around the Olympic Games with the headline 'Winning isn't for everyone'. We wrote about it - give it a read.
How Scaramanga uses reactive marketing
At Scaramanga, we harness the power of reactive marketing by staying attuned to the latest developments within our clients' industries and the broader world. This allows us to craft timely content that resonates with their audiences, demonstrating relevance and expertise.
For instance, following the election of a Labour government in the UK, we identified opportunities for our clients in the energy and IT sectors.
For Control Energy Costs, an energy procurement company, we wrote an article highlighting the potential benefits of Labour's energy policy focus, promoting the company's services in flexible gas and power contracts. This article was shared across social media and through newsletters, helping the company stay top-of-mind during a period of political change.
Similarly, for RedDoor IT managed services, we authored a piece on the implications of the new government's stance on cyber security. By emphasising Labour's commitment to tackling rising cyber threats and regulating technology markets, we positioned RedDoor as a trusted partner for businesses looking to bolster their cyber defences.
Reactive marketing is an invaluable tool for brands looking to connect with their audiences in real time. By responding to current events with creativity and relevance, companies can enhance their brand visibility, foster customer engagement, and drive conversations that matter. At Scaramanga, we specialise in helping brands capitalise on these moments, turning them into lasting impressions.
Ready to engage with reactive marketing? Contact us today to see how we can help your brand seize the moment.
