Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)

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The Use of Real Time Marketing on Social Media in the Burger King Case During the “Vaccinagate” Scandal in Peru

Authors
Samirah Heresi1, *, Francisco Arbaiza1
1Communications and Advertising Program, Faculty of Communications, Universidad Peruana de Ciencias Aplicadas, Lima, Peru
*Corresponding author. Email: u201713929@upc.edu.pe
Corresponding Author
Samirah Heresi
Available Online 10 December 2022.
DOI
10.2991/978-2-494069-25-1_9How to use a DOI?
Keywords
Real-time Marketing; Marketing; Social media; Newsjacking
Abstract

This study explores Real Time Marketing (RTM) in Peru through the description of a paradigmatic case in the country. Due to its virality, this branding strategy -which consists of tackling viral dates, news, and events to create content and insert itself into the flow of a massive conversation in networks- requires determining the right conditions and timing. For such purpose, a qualitative documentary study was conducted to analyse Burger King’s “Impossible to get tired of it” action on its Instagram and Facebook accounts associated with the “Vaccinagate” scandal in the context of the COVID-19 crisis in Peru. The case was studied with the objective of defining what are the best conditions to make use of this strategy and what criteria should be considered for the choice of the event when executed in social media. Thanks to the analysis, it was possible to conclude that for a brand to perform RTM properly, it needs to have an active and effective presence in its social networks, that the event chosen must be closely linked to the brand, and above all, the action must be quick and relevant.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
10 December 2022
ISBN
978-2-494069-25-1
ISSN
2352-5398
DOI
10.2991/978-2-494069-25-1_9How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Samirah Heresi
AU  - Francisco Arbaiza
PY  - 2022
DA  - 2022/12/10
TI  - The Use of Real Time Marketing on Social Media in the Burger King Case During the “Vaccinagate” Scandal in Peru
BT  - Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022)
PB  - Atlantis Press
SP  - 74
EP  - 83
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-25-1_9
DO  - 10.2991/978-2-494069-25-1_9
ID  - Heresi2022
ER  -