While they may seem like nothing but a nuisance, unexpected events that interrput live TV coverage can actually be an opportunity for advertisers. This year's Super Bowl football game is the perfect example.
When the power went out in the New Orleans arena, audience members and advertisers alike flocked to the Web to take advantage. Brands like Walgreens, Oreo, Tide and Audi all sent tweets related to the technical difficulty and gained some good PR — and possibly, sales — in doing so.
Turning to an always-on, mobile-optimized platform like Twitter to make updates while a scheduled event is interrupted is the best way for brands to connect with a captive audience, whether at home, at a sports bar or in the stadium. Viewers were left with little to do besides check their social networks via mobile and chat about the mishap, which opens the door for these types of memorable exchanges.
Looking forward, marketers should prepare for any amount of down time during live events that align well with a brand's audience. This includes set changes during concerts or commercial breaks during sports events.
Being prepared means first letting fans know the brand is ready to chat by promoting tweets or Facebook posts on mobile platforms. This lets brands attract audience eyeballs through online clutter. Keep...