Real Time Marketing came about during the 2013 Super Bowl. With a power outage causing talk on several different social media platforms, Oreo's capitalized on this moment, creating one of the most famous advertisements to date. Thus, Real Time Marketing was born and brands were given more of a personality. Unfortunately, during this last week of 2016, several celebrity deaths have caused heartbreak across the nation. With the loss of Carrie Fisher came the loss of Princess Leia and a saddened Star Wars community. When a person as recognizable as Fisher passes away, celebrities, everyday people, and even companies are going to be making social media posts to pay their respects. One company, however, missed the mark. Cinnabon experienced a disconnect with consumers when they posted an advertisement mentioning Fisher, her death, and, arguably, her most famous role. This advertisement and the backlash it received, raises the question: Which real time moments are available for brands to comment on and should companies have their own voices and personalities?

Over the past few years, we've seen an increase in companies posting their opinions on hot topic issues. For example, Cheerios caused conversations after releasing a video entitled, The Cheerio Effect, which focuses on the story of how two men fell in love and adopted their daughter. Are companies using their advertisements to connect with their audience to raise sales or are they genuinely commenting on these issues? Large companies, such as Oreo and Cheerios, do have the ability to influence a wide group of people because they are recognizable brands with large consumer bases. Help Scout observed the key to brand loyalty lies within brands being vocal on their position regarding certain issues so consumers realize they have shared values (the article can be read here.) Therefore, companies being vocal on polarizing issues can create brand loyalty among those with similar views, but it can also result in people thinking about issues, regardless of whether or not they buy the product, merely through exposure.

With the rise of social media, companies are becoming more interactive with their consumers. Gone are the days when television advertisements and sales reports dictated how companies were doing in the market. Now, consumers have the ability to directly communicate with their favorite brands. This communication, however, changes the role of what a company is. Companies are no longer simply trying to sell a product, they are now navigating the waters of being politically aware and agreeable to their consumers. They have been given a voice and a personality. Some companies are known for their hilarious commercials while others are known for more heartwarming content. Regardless, they now each have their own tone.

I completely understand the upset regarding the Cinnabon advertisement, however, I do not believe the company meant any disrespect. I believe, they were simply using their voice and their brand to pay tribute to the late star. Even though it might seem like they were capitalizing on her death, the world of advertisement has changed. Companies are slightly more forced to keep up with current events and ensure they comment on trending topics. I believe this is just the beginning of company involvement in social, political, and entertainment issues and stories.