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Real-Time Marketing: 7 Hot Polar Vortex Brand Posts

Kristina Kelly.

Thanks to the polar vortex, a record number of people in North America were forced to wear long underwear and blow dry their freezing pipes this week. From Chicago to Atlanta, people have dealt with record lows and obscene amounts of snow. For those in the midst of the chilling weather, this meant extra layers and expletives, but for community managers it meant a red-hot social media marketing opportunity. Here are seven brands that brought the heat during the polar vortex with real-time content.

Game of Thrones Destroys the Polar Vortex

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When creating real-time content, it’s important to illustrate how your brand or product can relate to the trending topic. Game of Thrones nailed this goal with a chilling image of their infamous white walker. The post is timely, relevant and true to its brand voice.

Wendy’s Showcases Hot Eats and Frosty Treats

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As the temperature dropped, screenshots of weather apps flooded social media timelines. Wendy’s played on that trend by transforming a typical weather app image into a creative way to feature its Spicy Chipotle sandwich. Who doesn’t want a hot, juicy sandwich when it’s below freezing outside?

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Vogue Magazine Provides Polar Vortex Damage Control

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Cold weather means dry skin, chapped lips and hair full of static and Vogue Magazine decided to use this opportunity to provide solutions. This is an effective angle to consider when brainstorming timely content ideas.

ELLE Magazine Takes a Sexier, Sassier Approach

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What better way to engage with your target audience of women than with a naked picture of gorgeous Alexander Skarsgard in the snow – even if he is on the toilet?

Ben & Jerry’s Prove It’s Never Too Cold for Ice Cream

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Ben & Jerry’s can turn your shivering from the cold into shivering from excitement with their makeshift freezer display. They also nailed it last week with another real-time post regarding Colorado’s legalization of marijuana.

Comedy Central Warms Us with Laughter

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Using humor to promote your brand can be tricky, but Comedy Central did a terrific job of adding humor to a frigid situation. This post is completely absurd, and it totally works.

Under Armour Utilizes Cold Snap to Promote Sweepstakes

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Talk about real-time marketing, Under Armour launched a sweepstakes in honor of the polar vortex The copy is engaging and the contest is simple.

Brands Frozen Stiff by the Polar Vortex…

I was shocked to see how many brands missed out on utilizing this week-long trending topic. Brands like Blistex, The North Face, Timberland, Starbucks, REI, and L.L. Bean were handed a social media marketing gift with a bow on top, but appeared to pass on the opportunity.

How can your team ensure policies are in place to take advantage of trending topics with real-time content?


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6 thoughts on “Real-Time Marketing: 7 Hot Polar Vortex Brand Posts

  1. Metz

    Hi there to you Kristina!

    Such a great share! Amazing how there seven brands create a their own hot and sexy Polar Vortex post. Just like Sunda said, it is creative. You got me on "ELLE Magazine Takes a Sexier, Sassier Approach". LOL!

    I found this post shared on Kingged.com, the Internet marketing social bookmarking and networking site, and I "kingged" it and left this comment.

  2. Robert Nava

    Good stuff Kristina! Very critical question you asked "How can your team ensure policies are in place to take advantage of trending topics with real-time content?" Thanks for the thought provoker.

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