The speed of response to trending events can give brands instant attention but carries significant reputational risks. Strategic iGaming product development expert Mykhailo Zborovsky Cosmobet shares his professional experience.
“Marketers often face a dilemma: achieve maximum reach through a reactive campaign or act cautiously, preserving long-term trust capital.”
The key to success lies in the moral maturity of the brand, which allows for integrating creativity into hype without crossing into cynicism or compromising core values. It is essential to constantly monitor the relevance of messaging, tone, and the social consequences of the campaign.
Advice Before Launching a Reactive Campaign
Before launching a reactive campaign, conduct an internal audit of its relevance. Does the event logically connect to your product or service? It is also critical to review the Tone of Voice — is it too frivolous, aggressive, or overly pompous for the context? Zborovsky cites Cosmobet as an example: the tone should be humane and respectful.
Key steps for evaluation:
- Will the campaign offend the most conservative part of the audience?
- Is there an organic link to the product’s unique value proposition?
- Are we reacting too early or too late?
- Model the worst-case scenario for social media reactions.
- Does the campaign align with the company’s declared values?
Marketers should anticipate the “transfer effect” — could negative emotions from the hype be subconsciously associated with the brand? For instance, if the hype concerns a scandal, any association may tarnish the brand’s reputation. Ask yourself: Could this make our customers uncomfortable?
The Fine Line Between Creativity and Hype
The main danger of hype marketing is the speed of decision-making. Teams must react instantly, which often leads to ignoring deep analysis of context and potential negative interpretations. An impulsive reaction that seems clever internally may be perceived as exploiting someone else’s problem.
In 2024, the Cosmobet project provided valuable experience, and Zborovsky enhanced his knowledge of crisis marketing.
Attempting to “jump” onto a trending topic at all costs can result in a loss of brand authenticity. Without a logical connection to core values or the product, the campaign appears artificial. Audiences quickly detect such attempts and may respond with social media backlash or even boycotts. Marketers must have a clearly defined stop-list of topics that are off-limits.
