Amazon, JCPenney respond to “The
Dress” color debate on Twitter
Amazon and JCPenney are two of the
top retailers that quickly responded to the worldwide social media buzz
concerning a post about a dress that provoked a debate late last week over the
color of the garment's stripes, underscoring how mobile moments can help brands
connect with today's consumers.
Late last week, Twitter and
Facebook were barreled by posts from users trying to convince each other that
the striped dress was black-and-blue or white-and-gold, prompting an intense
debate that led to many memes, GIFs and jokes. Many retailers also joined in on
the fun by posting their own products in the same colors as the dress and
taking a stance on its true shades, providing an optimal opportunity to drive
awareness of items.
“While viral moments can’t be
planned for, retail brands should always be prepared to take advantage of these
opportunities,” said Jodi Phillips, vice president of media strategy at BLiNQ
Media, Atlanta, GA. “Having a content strategy that plans for reactive right
time/real-time moments is important.
“As a brand you should have
listening being applied for terminology and trends that have to do with your
brand and your audience that you can leverage at all times, heightened around
specific events such as the Super Bowl or the Oscars,” she said. “There should
be a consideration around events that you can expect potential spikes in
commentary that might very well relate to your brand and attempt to have a copy
or creative prepared.”
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