Kairos

Engage with users during optimal circumstances for initiating change.

Kairos
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Feedback and Timing

Kairos denotes circumstances characterized by transformation. Instances of change hold significant potential as they signify occasions when users are willing and responsive to negotiating or altering their behavior.


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The Kairos principle, which involves seizing the opportune moment to deliver a message, was exemplified in Oreo's "You Can Still Dunk in the Dark" campaign during the Super Bowl blackout in 2013. This campaign perfectly captured the essence of Kairos — the art of timing in rhetoric and communication.

During the Super Bowl XLVII, there was an unexpected power outage, causing a delay in the game. Oreo quickly responded by tweeting an image with a solitary Oreo in the spotlight, captioned "Power out? No problem. You can still dunk in the dark." This tweet was not only timely but also highly relevant, capitalizing on a massive, unexpected event that had captured the attention of millions of viewers.

Oreo's agile and clever response, taking advantage of the unexpected moment, resonated with the audience, gaining significant traction on social media. This marketing moment demonstrated the power of quick, responsive, and contextually relevant advertising, aligning perfectly with the Kairos principle. The campaign's success showcased the impact of timely and opportunistic messaging in an age where social media can amplify such moments exponentially.

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