Topic Thunder

A major news story has just broken. Twitter is going into meltdown and it's all anyone is talking about on social media.

Your brand can be a part of the conversation, so you come up with a cheeky, topical idea. Now it's all about speed to market.

Que radio.

When it comes to topical advertising, social media may seem like the obvious choice, especially after the success of Oreo's landmark 'dunk in the dark' 2013 Superbowl tweet, but no other media can match radio's speed to a mass audience. So it's a surprise that only a handful of brands have fully embraced the opportunity of being able to write, record and broadcast a radio ad, all on the same day.

In this issue of The EarBlog we celebrate those that have got it right, learn from those who got it wrong, and suggest ways a brand can hitch a ride on the latest viral smash.

For more tips on going topical, check out this article from Campaign.


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