Image crises
Misinterpreting events, failing to understand the context, or being overly confident can lead to serious image crises. In 2017, the Tiger energy drink brand learned this the hard way when, on August 1, it published graphics on its profiles referring to the Warsaw Uprising, combining the AK (Home Army) symbol with the middle finger gesture.
negative example of real-time marketing tiger
Source: Forsal
An immediate wave of online criticism, from both consumers and patriotic organizations, forced the brand to apologize and remove the controversial image. Although Tiger tried to explain that uk telegram data he did not intend to offend anyone, the situation showed how important it is to use historical symbols responsibly in marketing communications.
Under the pressure of RTM, companies can react impulsively, leading to conflict escalation. Lack of empathy and real-time crisis management skills are common problems.
It is always important to remember that RTM does not mean reacting to everything. The team responsible for RTM should be trained in crisis management and understand the potential effects of each prepared creation and formulate their message based on this knowledge.