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The Oreo super bowl ad is often held up to be the perfect example of agile marketing in action.
In truth there have been a number of similarly effective and timely tweets from brands but Oreo grabs all the plaudits for some reason, probably due to the fact that it coincided with one of the world’s biggest sporting events.
Adidas is one example of a brand that consistently produces effective marketing tweets that give the impression of being off the cuff and reactive to events, even though they were clearly planned ahead of time.
For example, just last night Adidas’ UK marketing team tweeted an image congratulating Andy Murray on winning the prestigious BBC Sports Personality of the Year award.
It included a tongue-in-cheek strapline making light of the fact that Murray is occasionally criticised for being a dour Scot and at the time of writing had received almost 13,000 retweets in just over 12 hours.
Adidas chose not to include the hashtag #SPOTY which is associated with the awards and was trending in the UK on Sunday evening. This may have gained it even more exposure, though may also have made it look like Adidas was endorsing the awards.
Adidas’ reactive tweets generally centre around its #Allin campaign and celebrate the achievements of its sponsored athletes.
This means that Saturdays tend to be busy due to the brand’s deals with a number of Premier League football teams.
To be honest I'm unsure whether Adidas’ tweets should be classified as agile marketing as the images have largely all been prepared ahead of time and probably just sit in a Jpeg library somewhere.
However they are an excellent demonstration of how brands can take advantage of the instantaneous nature of Twitter by planning ahead of time and creating a calendar of relevant events.
Furthermore, Adidas also makes great use of the new preview window on Twitter which automatically displays part of the image in the user’s feed.
By designing an image that perfectly fits the preview box brands can get their message across without their followers having to expand the tweet, so it basically acts like a small banner ad.
I’ve previously blogged 10 brands that are hijacking Twitter feeds with the new preview images, and Adidas is a prime example of this new trend.
Here are five other examples of its new marketing tactic...
Liverpool’s Luis Suarez scored two fluky goals against Tottenham yesterday, prompting this celebratory tweet.
Fernandinho wins man of the match
On Saturday Manchester City midfielder Fernandinho scored two goals against Arsenal and won man of the match.
All Blacks go undefeated
New Zealand's national rugby team ended the year undefeated after winning all 14 of its test matches, finishing with a 24-22 victory over Ireland in Dublin.
The Little Master plays 200 international cricket matches
Earlier this year Indian cricket player Sachin Tendulkar retired after reaching 200 test caps.
The Little Master. pic.twitter.com/ZFZedMMWQ7— adidas UK (@adidasUK) November 14, 2013
Arsenal's star men
This tweet congratulated Mesut Ozil and Aaron Ramsey on combining for yet another Arsenal goal.
Ozil assists, Ramsey scores. We might hear that a few times this season. pic.twitter.com/7i0k5N7y2L— adidas UK (@adidasUK) November 2, 2013