Sanremo in an Instant: the best of real time marketing
The Sanremo Festival is therefore now an extraordinary showcase for brands, which use instant and real-time marketing to capture the attention of millions of viewers. We explore how this synergy between Sanremo and brands translates into engaging and responsive content, ready to surprise and entertain audiences.
All Sanremo in an Instant: the best of real time marketing during the event
Sanremo 2024 brought the curtain down with a triumph of spectacular figures: the final evening enchanted 14,301,000 viewers, delivering a breathtaking 74.1% share.
The Sanremo Festival is therefore now an extraordinary showcase for brands, which exploit instant and real-time marketing to capture the attention of millions of viewers. With the virality of memes on social media, brands can create instant connections with audiences, harnessing people's attention on the performance and events of the moment.
We explore how this synergy between Sanremo and brands translates into engaging and responsive content, ready to surprise and entertain audiences.
Instant marketing: the long wave of the Sanremo Festival not to be missed
Imagine instant marketing as a surfer riding the biggest wave of the season: it's all about timing and responsiveness. It means being ready to seize the moment, creating content that fits perfectly into the context of the moment.
Like a street art painter painting an impromptu mural, brands can use instant marketing to leave a lasting impression, capturing the public's attention and gaining visibility in the blink of an eye.
The Sanremo Festival becomes an opportunity to connect with audiences, generating buzz and online engagement while the stage is still hot.
With instant marketing, as well as real time marketing, brands can turn the moment into an opportunity to shine in the digital spotlight.
We Road follows the wave and sails masterfully to Sanremo
WeRoad is a tour operator that organises trips for small groups of people of the same age group. The participants, often alone, are guided by a coordinator for a unique and stress-free experience.
The company stands out for its ability to participate in online conversations during the Sanremo Festival and does so with a shrewd and timely strategy. Furthermore, considering that this year's audience is predominantly young, WeRoad seizes the opportunity with engaging and entertaining content, creating a strong connection with its audience.
Their clever use of memes as a communication tool
aims to authentically and captivatingly reflect the desires and interests of travellers, their core target audience.
Colgate: creative waves in the sea of Sanremo Real Time Marketing
In a whirlwind of brand initiatives during the Sanremo Festival, the original approach of Colgate, a global oral hygiene icon, stands out.
With ironic and suggestive posts, Colgate showcases its unique identity, playing with the characteristic red and the theme of smiles, in a mix of graphics ironically recalling the peculiarities of the singers in the competition.
Even the legendary Loredana Bertè joined the game, personally responding to the content dedicated to her, triggering the enthusiasm of users.
And that's not all: Colgate also joined the Fantasanremo wave, launching a contest that caught the attention of all the festival fans.
Rivers of... pine nuts? Garofalo and the return of Jalisse to Sanremo
After their triumph at the 47th Italian Song Festival, Jalisse were excluded from the Sanremo kermesse for 27 consecutive editions, becoming protagonists of numerous memes in the meantime.
However, their memory has remained indelible in the hearts of listeners, becoming an icon of custom. On the occasion of the Sanremo Festival, Pasta Garofalo embraces this trend by launching the digital initiative "Ama o non m'ama?", with the famous couple Alessandra Drusian and Fabio Ricci as protagonists.
Starting on 5 February, a surreal film came to life on Pasta Garofalo and the Jalisse's social networks, triggering a cascade of hilarious comments. But the real surprise is the return of the Jalisse as guests, celebrated with a special contribution created especially for the occasion.
Fantasanremo, a wave to ride for brands
In a bar in the hills of Le Marche, a group of friends came up with a simple but brilliant idea in 2020: Fantasanremo.
It involves applying the concepts of fantasy football to the Sanremo Festival: teams are formed, bonus and malus points are awarded, and a final ranking is reached.
What started as a game between a few people quickly gained popularity, turning into a mass phenomenon. The success of Fantasanremo has attracted the attention of nationally renowned brands, such as Regina, Lavazza and Toyota, who have decided to support this exciting show.
Dedicated sustainability and social partners such as ActionAid have also joined the party, adding a note of solidarity and social responsibility to the game.
Surf the waves of visibility with Instant Marketing!
Choosing instant marketing to get in on the action and capture the public's attention while riding the wave of visibility during events such as the Sanremo Festival is a unique opportunity to get closer to your target audience, embracing the language and trends of the web, including the power of memes.
With well thought-out and engaging content, you can gain exposure in the blink of an eye, while keeping your brand's authentic identity alive. It's all about showcasing creativity and winning the hearts of your audience!
Which instant marketing and real-time marketing campaigns do you think have been most consistent and effective in seizing the opportunities offered by current events?
Stop for an instant!