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Pizza Hut and Amex Team up on Foursquare for Super Bowl, Essay Example

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Words: 564

Essay

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Real-time marketing is a term used to refer to a marketing technique that will see real action, and it relates to messaging. The achievement of this marketing strategy is through using social media to know what the needs of the customers are and provide the same. In the modern world, digital media is the one in use to enable real time advertising. Social listening will help the marketers get in touch with customers. With social media gaining popularity, it will see many customers get the message in real time. This speedy means of advertising will see customers get the message in the shortest time possible. Real time marketing is good in that it will not only help achieve marketing goals, but will also boost other marketing initiatives.

A good example of where real time marketing has been used is when Pizza Hut And Amex Teamed Up on Foursquare for Super Bowl. On the twitter account, American Express and Pizza Hut advertised that the football fans who will attend the Foursquare on Super Bowl Sunday would get an exceptional offer on any food order from the pizza chain. The business was offering a rebate of $5 on any food exceeding $10. This promotion targeted the Super Bowl fans. In this promotion, the fans were not to check in at Pizza Huts. All they needed is check on the geo-social app’s “Super Swarm Sunday” that was created on twitter. After placing their order on any food from Pizza Hut, they could receive a credit statement. However, for this to work, Amex card synced with Foursquare accounts were to be used. Few minutes after the purchase, Foursquare would send an alert about some money refund.

While this was a superb marketing renovation, Foursquare experienced a number of challenges. Pizza Hut put a lot of effort in ensuring the Super Bowl XLVI run smoothly, but they ended up getting a small reward from the whole promotion. During this promotion, Plano, a TX brand was responsible for running an ad on NBC. At the same time, this brand also had a user-generated video contest on its Facebook page. One problem that emerged is that this company failed to post about Foursquare offer to its 5 million Facebook fan page and 80, 000 Twitter followers. The users of Plano would have benefited with the $5 credit that Pizza Hut was offering.

The Super Bowl ran for three days, and there are numerous messages published about this event. One thing that came out during this event is that the Pizza Hut lacked attention in dealing with the offer. This clearly indicates where geo-social is in the real world advertising. This company should make use of brands that have hundreds of millions of social media fans. If it manages to catch the attention of such brands, for sure it will make massive profits from the same. It was also clear that mobile marketing is taking shape in the event. Through the messages Foursquare was sending to fans alerting them about the credit, Pizza Hut could capitalize on the same to get more people attend. The fans can forward the messages to their friends and family hence, ensuring several people are aware of the event. In addition, this event has seen Super Bowl advertisers aim at capitalizing on the impact of this event to offer good mobile content to TV viewers who use tablets and smartphones.

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