Cubs Win! Jagermeister Blows the Social Media Save

ICYMI…the Chicago Cubs are playing in their first World Series in a while. After over a century of futility they will attempt to ruin their image as beloved losers and win it all against another nearly-as-lovable (and nearly-as-classically-incompetent) team in the Cleveland Indians.

Amid the post game celebrations, Ken Rosenthal of Fox Sports made his way into the stands at Wrigley Field to interview Dorothy, a LONG time fan of the Cubbies, and asked her how she planned on honoring the accomplishment that evening…

ROSENTHAL: “How are you going to celebrate tonight?”

DOROTHY: “Ah…who knows? I’ll probably have a Jagermeister!”

I mean, talk about serving it up in a shot glass on a silver platter for the beverage company’s social media/marketing team, right? I don’t think it gets any better if they had planted her there themselves. As my friend Jason Miller noted on Facebook shortly afterwards, Jagermeister could have potentially used this to their advantage in a HUGE way if they were prepared or paying attention.

But to this point, its been extremely lackluster, save for this one somewhat vague tweet that went out the next day:

There is nothing else on their official Facebook page, Instagram, or anywhere else. A quick check of social media mentions of the ( I use Zoomph tracking such things) reveals activity by people using the hashtag #Jagermeister and/or the company name pretty actively, but nothing from the brand itself. I did find this image from an Instagram user who says in her profile that she’s a “trend and scene manager” for the brand, but that was it…

When Jason mentions in his post the “dunk in the dark” he’s referencing what is currently and arguably regarded as the best social media post of all time, created by Oreo during Super Bowl XLVII. In the moment that the lights went out in the third quarter at the Superdome in New Orleans during the game, Oreo took the opportunity to tie in their product directly to the real-time activity with this tweet:

Since then, individuals and brands alike have been trying to accomplish the same feat, and achieving everything from moderate success to massive failure.

Can Jagermeister still capitalize on the buzz around Dorothy’s post game comment? Sure, and maybe they end up even doing it in a big way in the World Series by paying her way to attend all the games, or giving her a lifetime supply of their product. Maybe they didn’t want to interrupt their current Halloween campaign that’s all over their channels and website, which they obviously planned out months ago.

But the initial time to REALLY make waves passed shortly after, and it will be interesting to compare the activity of that pre-produced campaign versus the online activity and the “Dorothy Effect”.

If you were Jagermeister, how would YOU have responded and capitalized on that opportunity? And how would you make sure to not miss another one?

?

This post originally appeared on notaguru.co