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Did you watch the Daytona 500 last night? Typically, there were quite a few crashes (after all – how exciting would it be for cars to turn left 4 times in a big circle without them?). One inparticular sticks out – the fireball which erupted when Juan Pablo Montoya careened into a Jet Dry Druck. Check the video here.
I was awake. I saw it on Twitter and then I turned on the TV.
All this time, twitter was erupting. Driver, Brad Keselowski tweeted a picture of the fire (from his car!) Many believe it was the first time ever a tweet was sent from the racetrack.
After several hours – the crews for NASCAR brought out boxes of Tide to clean up the jet fuel. Talk about product placement and great PR!
Now, Tide’s twitter username isn’t hard – it’s @tide. But someone was asleep in the land of Social Media Management. Tide’s twitter account was silent from 2:25 PM yesterday until 6:53 AM today. No live tweeting at all during the race, when millions of people were mentioning their brand on Social Media.
This would have been an amazing PR opportunity for Tide. “Tide was ones who saved the Daytona 500” I saw quite a few people put up. Why wasn’t Tide tweeting this? They should understand that just because their people sleep, doesn’t mean their audience sleeps (especially when there’s a major sporting event on.).
What does this lesson tell you?
Monitor your brand. If you know a big event is going to happen and your brand may be part of it (I’m sure the people at Tide knew their product could potentially be used in a fuel spill clean-up), be alert! Or if you don’t have the ability to monitor your brand, find (or pay) someone who can!
Social Media doesn’t sleep – make sure you don’t miss golden opportunities for your brand.