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If you have been reading our blog these past few months, you have probably noticed that we spend a lot of time talking about digital mission control centers. Given that our product generally ends up being used in a digital mission control center setting and that most of our clients are engaged in some phase of either developing or expanding a digital mission control center, we are in a unique position to observe, discuss and provide insights on the inevitable adoption of digital mission control center by every agency and brand in the world inside of the next three years. This trend may have been accelerated by a single event which took place during the 2013 Superbowl.

A quick recap: Superbowl Sunday. The Baltimore Ravens are leading the San Francisco 49ers 28-6 with only 13:22 left in the third quarter. Suddenly,the NOLA Superdome experiences a power outage. Moments later, Oreo tweets this ad with the caption “Power out? No problem.”

Clever, right? Yeah, we thought so too.

The result:

Oreo tweets

The biggest boost in mentions and follows for any brand at the Superbowl. Compare that to any other Superbowl advertiser.

The same image received over 20,000 likes on Facebook, and the marketing, digital and advertising worlds were abuzz with Oreo and 360i’s marketing clever little guerrilla coup during the Superbowl.

Why is Twitter relevant to this conversation? Well… Judging by our own monitoring of the Superbowl, the lion’s share of brand mentions and real-time conversations about the Superbowl happened on Twitter:

Tickr Superbowl 2

This isn’t to say that Twitter is more valuable than Facebook or that social networks are more valuable to advertisers than traditional media channels like TV and radio. This isn’t that kind of post. What we are observing is that every channel has its own unique value, and when it comes to amplifying the impact of a particular event to promote a product or brand, Twitter tends to be a high volume, high reach, high velocity channel.

Look at it another way: what Oreo managed to do in under five minutes with a few computers and an agile social content team was both more effective and considerably cheaper than most multi-million advertising spots broadcast during the game (including its own). There were virtually no production costs involved. There was no media buy involved either. (Note: the average Superbowl ad was reported to have cost around $4M this year.)

Will this ultimately turn into more sales for Oreo and Kraft? Maybe. Maybe not. Only time will tell. You could ask the same question of any of Superbowl Sunday’s ads and the answer right now would be the same: we don’t know yet. All we know is that the impact of this one little piece of real-time marketing was a measurable win in terms of reach, in terms of social sharing, in terms of generating positive product and brand sentiment, in terms of positive brand engagement, and, last but not least, in terms of its overall cost. If anything, that’s a very good start.

So how did Oreo and 360i pull this off? Well, Buzzfeed’s Rachel Sanders has a quick recap of how this little win came to be:

“We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity,” agency president Sarah Hofstetter told BuzzFeed. “Because the brand team was there, it was easy to get approvals and get it up in minutes.”

Wait… 360i had a what where? A “mission control center?” Set up at the office? You don’t say.

This is the part where we sit back in our awesome 100% recyclable ergonomic chairs, cross our spectacularly muscular arms, and smirk at you without actually saying “we told you so.”

Bonus: digital mission control centers don’t have to cost anywhere near $4M either.

To be fair, there is a lot more that went into this win than a mission control center: a leadership team brave enough to give its digital, brand and agency teams the go-ahead to build a clever social engagement campaign (remember Oreo’s “Daily Twist”), the right digital team to execute on that plan, the right collaboration processes, the right resources, the right tools, and the right environment. You need it all. But it is no accident that the first thing that came up in the Buzzfeed interview was the mission control piece of the puzzle. Having one has become a tactical imperative. It’s as simple as that.

Our guess is that every brand and agency who had a “we wish we had thought of that” moment on Monday morning is now looking into finally building something similar to what 360i and other forward-thinking agencies already had in place for the big game. This is how digital marketing is done now.

Every evolutionary leap needs a catalyst. We all just witnessed one. Cool, huh?

Other screen shots from our Command Center‘s Superbowl monitoring adventures:

Tickr Superbowl 4

Tickr Superbowl 7

If you are new to this topic, we invite you to do a quick search for some of the articles we have already posted here on the topic of digital mission control centers (how they work, why they matter, how to integrate them into your business, how to use them to track campaigns and/or PR crises, etc.) and of course find out why most of them already incorporate Tickr. You’ll want to use other tools as well, by the way. We’re only one small piece of the puzzle.

(If you aren’t familiar with our new Command Center edition, here is a 1 minute video that touches on the basics.)

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Also, be sure to enter our Command Center beta/contest:

The categories: non-profit, journalism, and for-profit.

The way it works is simple: 1) Sign up. 2) Enjoy free access to Command Center. 3) Submit a case study (or summary) of how Command Center helped you with a project. That’s it. We even have prizes and everything! The sooner you register, the better. (Sign up here.)

Cheers,

The Tickr Team

Tickr screenshot004

Over the last year, you told us what kinds of features you wanted us to add to Tickr and we listened. The result is Tickr Command Center, our most complete monitoring solution to date. It’s already being well received, but we want to shake things up a little. Instead of just inviting you to kick the tires in a standard beta-test, we want you to take Tickr Command Center around the track and drive it as hard as you want for a few weeks. What better way to do that that than to launch a little contest?

The rules are simple: You sign up, we grant you access to Command Center for a little while, and you submit a cool little case study or a summary of how you used it before March 15, 2013. Whoever comes up with the most original or interesting use of Command Center will win a year’s free access to Command Center.

The three categories of entries are:

    • For-profit
    • Non-profit
    • Journalism

Some examples:

For-profit:

- If you are a brand: How you integrated Command Center into your digital monitoring practice. How Command Center helped you improve customer service/tech support. How Command Center helped you generate more qualified leads. How Command Center helped you identify areas where your brand was receiving negative reviews, areas where your brand was receiving positive reviews, and how you solved the problem. How Command Center helped you with market research or business development. If you can throw in an ROI piece with real numbers, great. If you can’t, that’s okay too.

- If you are an agency: How Command Center helped you monitor a product launch or campaign. How Command Center helped you monitor reactions to an ad or event.

- If you are a PR firm: How Command Center helped you avoid or manage a potential PR crisis.

Non-profit: How Command Center helped you do research on a topic that is relevant to your cause/project. How Command Center helped you monitor conversations about key topics, then engage people directly about them. How Command Center helped you track and map the effectiveness of a campaign, message or hashtag across multiple channels.

Journalism: How Command Center helped you with research on a story or topic. How Command Center helped you monitor, track and map certain types of events or topics (natural disasters, elections, crime, acts of terrorism, political news, etc.).  How Command Center worked as a research tool AND and alert tool alongside Google, the AP wire, and whatever other tools and platforms you use.

You can copy those or come up with your own. It’s totally up to you. It doesn’t matter if you are a journalism student or a senior editor at a major publication, if your non-profit is a local after school program or a global charity, if your company is a small specialty retailer or a century-old brand. Agencies and PR firms of all sizes are welcome as well. The more the merrier, and the more diverse the entries the better. Let’s make this interesting.

Who can participate?

Anyone 18 or older (except where prohibited). See rules for details.

When does the contest start and end?

The contest opens January 22, 2013 at 9:00:00 a.m. US Eastern Standard Time (EST) and ends March 15, 2013 at 11:59:59 PM Pacific Standard Time (PST)..  How long and thorough you make your summary or case study is entirely up to you. Make videos, take pictures, create presentations, or just fill in the blanks in the form we’ll send you. You’re totally in charge of this thing.

What can I win?

Winners will enjoy one full year’s free use of Tickr Command Centerserious bragging rights, and maybe a few extra goodies. (More on that later.)

How does this contest work?

The short version:

  1. Sign up.
  2. Receive free access to Tickr’s brand new Command Center monitoring suite. (We’ll also send you the rules, some tips, and a registration form.)
  3. Use Command Center.
  4. Submit a summary or case study before March 16, 2013.

Go here and sign up. It only takes a few seconds.

You can also address questions to us via our Facebook account or our Twitter account, and if you have no idea what Tickr or Command Center are, you might want to watch this quick one-minute demo.

We can’t wait to see how you will use Command Center to make your world work better!

Feel free to share this with all your friends.

Cheers,

The Tickr Team

 Tickrnew001