While something really went wrong with Facebook yesterday, MRM Manila and Kitkat Philippines got it all right in its recent tweet.
Kitkat Philippines posted this hilarious tweet poking fun at Facebook’s worst downtime in the last four years – an example of remarkable real-time marketing at work. So far, the hilarious post got over 2,700 retweets, over a thousand likes and a growing list of positive comments praising its wit.
— Nestle KitKat PH (@kitkat_ph) June 19, 2014
Jason Cruz, director for Community Management at MRM Manila, explained the inner workings of the “Kitkat Moment” in his personal blog, a term he used to refer to the “Oreo Moment” which made fun of the power outage at the Super Bowl in 2010.
The biggest takeaway from the three points he shared was context and timing. Millions across the globe is experiencing the downtime and, spotting the opportunity, Kitkat was quick to respond with a message that fits hand in glove posted a mere minute or two after the Facebook downtime was noticed
“Other brands tried to cash in on the moment-marketing opportunity, but the efforts were too late, especially as Facebook became accessible not too long after. By then, KitKat has grasped the Golden Moment and milked it for all its worth.”