TUI, KLM - Brands As Newsrooms

TUI, KLM - Brands As Newsrooms

Real-time marketing (whitepaper here ) is about brands producing and distributing original content in real-time. It combines social and content strategies with the dexterity of a newsroom and allows brands to communicate with an audience by creating relevant content on a continuous basis and ‘earning’ more credible media exposure at the same time.

In order to help brands with their realtime marketing efforts, agencies including DigitasLBi have developed services such as brandLIVE (video) that consist of combined brand and agency teams that constantly search and scour for insights and nuggets of information to connect it to the brand and create content to engage with their audience.

One of DigitasLBi customers is Dutch leisure carrier TUI Netherlands which recently held a 3-month BrandLIVE trial which saw members of the airline’s social media team set up shop at DigitasLBi’s ‘brand room’, where large screens on the walls provide real time visibility of the status of, and plans for conversations on social media which was conceived, created and distributed in real-time by the team consisting of people from DigitasLBi and TUI (images here).

On a similar note, KLM took its social media activities to the next level at the end of last year with a bold campaign called #HappyToHelp , which saw 30-people teams of specialists from both KLM and its agency Tribal DDB work round-the-clock in shifts to produce content in a customdesigned ‘real-time newsroom’ (video) based at Amsterdam’s Schiphol Airport.