Raytheon uses real-time event coverage to get fans talking

03/7/2013 | SmartBrief/SmartBlog on Social Media

Creating content around the top-secret Farnborough International Airshow in real time required months of planning, says Raytheon's Chris Hawley. The company wrote up and won approval for much of its social content in advance, then wove in fresh quotes and other details on the day of the show. The content helped the brand build word-of-mouth marketing with influential civilians who can act as advocates for the brand.

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