What does McDonalds have to do with the Cleveland kidnapping?

Cleveland was well and truly the setting of the miracle this week when three kidnapped girls including Amanda Berry were found alive and well. Charles Ramsey has become an overnight internet sensation following his interviews for the press after his heroic actions. If you have not seen it yet you can watch one here but be warned that it is impossible not to take an instant liking for what the edit describe as an unlikely hero.

http://www.youtube.com/watch?v=V5ZzXSYUYrQ

After watching the video you probably don't need to ask me what McDonalds has to do with this? Recognising a viral marketing opportunity when they see one the company have been proactive via their social media tools to reach out and gain some positive, public awareness from the ordeal. This is just another shining example of how viral and real-time marketing techniques can well and truly help build brand reputation and positive brand perception.

http://www.chicagotribune.com/business/breaking/chi-mcdonalds-cleveland-kidnapping-20130508,0,3282572.story

When some of the more forward thinking companies aren't looking out for the next internet sensation to create a viral marketing campaign around they are focusing their efforts on real-time marketing. A recent example of a company embracing real-time is Adidas. It doesn't surprise The Brand Avenger that Adidas are investing more into their efforts to invest in real-time marketing but it does surprise me that more companies have not followed suit. Put pure and simple real-time marketing gets you ahead of the curve and in pole position compared to your competitors when it comes to marketing strategies. There is no better example of this than the YouGov BrandIndex rating for Adidas during the 2012 Olympics which had the sports company as the clear winner in positive sentiment for brands out of all the companies who decided to invest during the Games.

http://www.marketingweek.co.uk/news/adidas-to-maximise-real-time-marketing-opportunities/4006566.article

In a day in age where the general public are increasingly skeptical and somewhat bored with the traditional 'build it one size' marketing communication, real-time provides more than ample opportunities to surprise and delight the population. What a way to capitalise on positive public opinion and an overall feeling of adulation and ecstasy of The Olympics then to create a marketing campaign from conception to broadcast in a matter of days as opposed to months.

http://www.guardian.co.uk/sport/2012/aug/12/team-gb-rocks-to-queen

Real-time marketing has also been used across the pond in the US to capitalise on news worthy content generated from sporting events to critical acclaim and positive public opinion.

http://www.huffingtonpost.com/2013/02/04/oreos-super-bowl-tweet-dunk-dark_n_2615333.html

Full credit must go to 360i for a campaign which was turned around within 37 minutes of the blackout that engulfed the most watched sporting event in the world. The campaign was smart, innovative and some would argue the most remembered piece of marketing communication that was produced during this years Superbowl. It is for all intents and purposes a prime example why real-time and viral fully complemented with the perfect mix of social media can work to the advantage of brands.

If you are going to build a successful viral or real-time marketing campaign you of course need a adequate infrastructure to carry the message to the masses. You could argue that this places smaller companies at a disadvantage. If marketing investment is already a struggle to obtain from senior management how on earth can you begin to build a team around some of the newest forms of marketing communication? Well The Brand Avenger would argue that you don't have to be a big brand to capitalise on a specialised team of social supporters to carry your viral message. HP are a prime example of a company who use their most loyal customers to carry the brand on their social sites and this article provides great tips on how even small brands can build similar success.

http://www.socialmediaexaminer.com/social-support-team/

If you are a regular reader of The Brand Avenger (and if you are not welcome and you should be;) please enjoy my other blogs) then you have come to realise that there are two sides to every story. Just as it can make perfect sense for companies to look to respond to viral or real-time marketing as soon as possible it can also have some negative connotations. McDonalds may very risk treading on egg shells by looking to reach out to the internets flavour of the month. Charles Ramsey himself has multiple convictions and a substantial criminal record and may bring a considerable amount of baggage with him once the respect and admiration fades; baggage that will be traced back to the fast food big boy.

http://business.time.com/2013/05/08/the-charles-ramsey-mcdonalds-episode-how-a-viral-marketing-opportunity-can-backfire/

We will have to wait and see if there is any negative backlash from McDonalds viral backing of Ramsey. Although we can certainly say McDonalds may risk negative perception  as a result of the activity we can also say that there are plenty of safer ways of embracing viral and real-time strategies. All it takes is a quick idea, the use of a social media tool and a relevant support base to bring the idea to life. If you didn't think you would ever associate someone with the surname Ramsey with McDonalds before then you certainly do after the Cleveland miracle.