Real-time marketing is often hit or miss; Oreo was successful at hitting the nail on the head last Super Bowl, but since then many have tried and, in some cases, embarrassingly failed.
Airbnb has another success story in this Olympic news cycle, after tweeting at reporters who were complaining about their accommodations at Sochi. Utilising the now-trending #SochiProblems hashtag, they referred struggling reporters to their listings, complete with embedded pictures and enticing descriptions.
The campaign has taken off, and it’s now progressed to brazenly replying to reporters who are tweeting their problems. It’s taking a problem and offering a creative, witty solution, and that type of work always sticks.