You might remember Gatorade being the brand to create a social media command centre a few years ago. Given the scale of such an operation, not too many brands or companies were able to adopt this. But now we see a trend to set up temporary ‘Mission Controls’, social media listening (and answering posts) designed to specifically address larger events and individual campaigns.
Australia’s Rugby code NRL set up a Mission Control Room for their ‘State of Origin’ (kind of a Superbowl), a Pop-Up social media command centre, setup inside the stadium. They employed famous ex-players and celebrities along with a team of social media experts, designers and copywriters to produce custom content on the fly.
Also see Gatorade’s documentation of their Mission Control.
Agency: VML Australia.