No amount of advertising can make someone think about their financial security like the stock market falling 450 points…..
Read the full article by Chris Emme on Mediapost.
The value of moment marketing is rooted in the emotion derived from that “moment.” A moment can be the big game, an awards show, a breaking news event or a movie premiere. It can also be weather- or stock-market related or even related to crime data.
In the first set of scenarios, there can be a lot of emotion based on what happens during an event,and this can be leveraged to send a relevant message to a large audience. For example, a blackout at the Super Bowl, a last-second goal line stand, a microphone hijacking (Kanye & Taylor), a wardrobe malfunction or an incorrect announcement of a pageant winner. The value here is reaching a wide audience sharing a common emotion: often surprise, though it can be disappointment or excitement in the case of a sporting event or awards show.
In the second set of scenarios, which often affect a smaller number of people, a more vivid set of emotions that arise can be a valuable opportunity for a smart, relevant message. For example, there’s no amount of advertising that can make someone think about their financial security like the stock market falling 450 points, as it did at one point last week — or wanting a beer more than numerous flight delays due to poor weather, as when I waited for a flight to CES at SFO early last week. Read full article.
Chris Emme, EVP Sales, North America @MediaiQ Digital