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Monday, February 25, 2013

Collaboration in a Connected World

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Collaboration in a Connected WorldCollaboration, by definition, is the act of working together to create. In what has become a competitive world of connected communications, nothing is more critical to creation than working as one.

Today PR and communications strategies require collaboration more than ever before. Case in point: Oreo’s recent triumph during this year’s Super Bowl.  Oreo worked in step with their agency partners to quickly capitalize on the now infamous 34-minute Super Bowl blackout that made national headline news. When the lights went out during the “big game,” Oreo quickly sprang into action, creating and posting a digital ad on Twitter. Within moments the ad went viral, earning the brand millions of impressions—including over 15,000 retweets and more than 21,000 likes on Facebook. 

Talk about knowing how to play the game!   The secret behind Oreo’s success? Collaboration.

Oreo was smart enough to turn to its agency partners before the game and declare, “let’s do this together!” 

The brand activated a 15-person team, including copywriters, strategists, artists and PR folks, empowering each of them to work in tandem to proactively react to real time news. In this case, the  “Dunk in the Dark” idea was born and put into motion in just 10 minutes.
The importance of collaboration can be boiled down to 4 key reasons:
  1. It urges inclusion. Why allow creative ideation to be stifled by working in a vacuum? Put all of your marketing players around a table and watch what happens.
  2. It leverages insights. Your PR team will be able to provide a different perspective on an idea than, say, your creative team. On the flip side, your copywriters are going to be able to tell you how to say something in a way that will resonate. Tap into expertise in as many ways as possible.
  3. It empowers action – look how fast Oreo sprang into action simply because it embraced collaboration. Try it once and watch what happens for your brand.
  4. Lastly, it engages. From your target market to your employees, collaboration gets people excited about your brand. If you put participation out there, those you’re trying to reach will likely take it!  
Read 29096 times Last modified on Monday, 25 February 2013
Tracy Tilson


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