The Use of Real Time Marketing on Social Media in the Burger King Case During the “Vaccinagate” Scandal in Peru
- 10.2991/978-2-494069-25-1_9How to use a DOI?
- Real-time Marketing; Marketing; Social media; Newsjacking
This study explores Real Time Marketing (RTM) in Peru through the description of a paradigmatic case in the country. Due to its virality, this branding strategy -which consists of tackling viral dates, news, and events to create content and insert itself into the flow of a massive conversation in networks- requires determining the right conditions and timing. For such purpose, a qualitative documentary study was conducted to analyse Burger King’s “Impossible to get tired of it” action on its Instagram and Facebook accounts associated with the “Vaccinagate” scandal in the context of the COVID-19 crisis in Peru. The case was studied with the objective of defining what are the best conditions to make use of this strategy and what criteria should be considered for the choice of the event when executed in social media. Thanks to the analysis, it was possible to conclude that for a brand to perform RTM properly, it needs to have an active and effective presence in its social networks, that the event chosen must be closely linked to the brand, and above all, the action must be quick and relevant.
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Cite this article
TY - CONF AU - Samirah Heresi AU - Francisco Arbaiza PY - 2022 DA - 2022/12/10 TI - The Use of Real Time Marketing on Social Media in the Burger King Case During the “Vaccinagate” Scandal in Peru BT - Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022) PB - Atlantis Press SP - 74 EP - 83 SN - 2352-5398 UR - https://doi.org/10.2991/978-2-494069-25-1_9 DO - 10.2991/978-2-494069-25-1_9 ID - Heresi2022 ER -