If you are reading this, you are most likely one of the 16M+ people who have seen this:
The video was uploaded on Monday and started spreading rapidly yesterday. During that same day, the first brand version of the first kiss was produced by Snog Frozen yoghurt:
Not judging the quality of the film, but only applauding the speed of the execution.
The big challenge with many brands right now is that they want to tap into different trends, memes and other popular events. That is nice, but the traditional briefing process does not enable it. If you want to be real-time, reactive and in-tune with the culture, you have to market at the speed of the popular culture. Other option is just to stay true what your brand is all about and be consistent in your communications. You either change constantly or keep it real to your brand core consistently.
Many brands try to dabble little bit with both and fail miserably. That is why every brand is now doing something around selfies. Unfortunately when something is mainstream, you cannot be trendsetter by reacting to that.
Reactive advertising needs different kind of thinking and especially acting:
1) Different kind of process
Instead of the traditional brief-debrief-creative brief- presentation 1,2, 3, n-production brief the process is streamlined. It consists of one question and one sentence:
Are we doing it?
If yes: Let´s do it.
And then everyone has to be producer.
2) Different kind of urgency
When your colleagues share it, it is already too late. You have to act immediately when you are feeling something is getting big.
3) Different kind of production
Do it quick, dirty and preferably yourself.
4) Different kind of tolerance for risk
You have to accept the fact that when you are acting fast you might fail. Reactive advertising is risky, but so is everything where you can win big. Brand building should not be for the faint-hearted, but unfortunately marketing departments and agencies are filled with wussies afraid of losing their jobs.
If you do not act like this, you will be doing Harlem shake versions in 2015.