People pay attention to content that is engaging and appealing. People pay attention to real time marketing. For those who are unfamiliar with this term, real time marketing is marketing in response to events that have recently occurred. Brands are seizing the moment and incorporating these events into their marketing strategy.

Apple’s release of the new iPhone 6 and iPhone 6L has been a main topic of conversation for the past couple of weeks. Customers all over the world have lined up to get their new smartphones. This week, however, there have been several cases where people have complained that their iPhone 6L bends in their pocket. Brands did not waste time when hearing this news, creating buzz around their own products by capitalizing on Apple’s alleged issue.

The best real time marketing response we’ve seen so far has been with KitKat:


KitKat’s marketing strategy was so successful, it resulted in over 23,000 retweets and over 10,000 favorites.  Ads that revolve around the bending of the iPhone 6L have been using the hashtag #bendgate.

Smartphone rivals have also hopped on the #bendgate mockery. HTC tweeted “designed to withstand the most demanding environments. Like your pockets. #HTCOneM8.” It’s the perfect oppportunity for companies to market their phones in competition with Apple’s newest iPhone. Take advantage of what’s going on in the news around you and create your own personal twist to it.

Have you seen any other #bendgate content that’s caught your eye? Let us know in the comments!