Right place, right timePosted by Brant Johnson on July 15, 2014 |
Hundreds of unsuspecting Omahans got a sweet treat this week at eCreamery, but it had nothing to do with their award-winning ice cream. Social media exploded when the Oracle of Omaha was spotted in Dundee with Sir Paul McCartney Monday night.
Within minutes Tom White’s Instagram pic went viral.
Many local news organizations — along with national outlets such as USA Today, Huffington Post and CNN — picked up the story. Even Sir Paul got in on the action:
— Paul McCartney (@PaulMcCartney) July 14, 2014
While Tom White received his five minutes of fame, eCreamery is still reaping the benefits. Their name was plastered over several national media outlets, and the shop continued to capitalize on the Beatlemania by changing the names of their ice creams to Choc-La-Di Choc-La-Da, Sir Paul’s Vanilla Bean, All You Need is S’mores and Strawberry Fields Forever.
In the PR industry, we refer to this strategy as real-time marketing. Taking advantage of the news cycle or, in this case, a viral moment, can have a lasting impact on your brand awareness. Paying attention to what’s being said about your company or keeping a close eye on what’s happening in your industry and then making your brand part of the story is a clever supplement to your regular PR activities.
And, in the case of Tom White and eCreamery, the ingredients for a perfect viral moment really come together.