01/10/2014 03:38 pm ET Updated Dec 06, 2017

Jaguar's 'Chicken Spot' is Example of Real-Time Response Marketing

LAS VEGAS -- Jaguar's popular Chicken Vs Jaguar commercial is an example of the type of adaptive marketing that brands need to do these days, says Jordan Bitterman, Chief Strategy Officer, North America at Mindshare in an interview with Beet.TV at CES. The video launched in December in response to a Mercedes spot that had been gaining social traction, and within the first few weeks the Jaguar ad had generated more than 2.3 million views (and is now at 2.6 million on YouTube).

"Jaguar is active in a number of channels, paid and earned, and they had their ear close to the ground," Bitterman explains. "Very quickly our client and our colleagues at Mindshare Entertainment came up with the idea of creating a response spot. We created it very quickly and put it out into the market."

This sort of real-time marketing can help brands react to daily shifts in the market and in media when it makes sense. About 70% of a client's budget is usually allocated to paid media, and Bitterman says his goal is to leverage some of those paid dollars in a real-time world using adaptive marketing. Mindshare has implemented daily practices to monitor each client's media channels and real-time conversations and determine whether to make daily changes, he says. For more insight into how Mindshare is using adaptive marketing, check out this video interview. Bitterman also discussed online video and the trend towards shorter videos, driven in part by the popularity of Vine and the effectiveness of video ads that are shorter than 15 seconds.

"We are enabling ourselves in the moment to move with speed," Bitterman adds.

This video is part of a series produced by Beet.TV of the Mindshare Client Huddle.

You can find this post on Beet.TV.