Real-time marketing with a reason to participate
Based in Buenos Aires, Argentina, Pirulo approaches real-time marketing by identifying a relevant conversation and deciding whether a brand has something of its own to contribute. Timing matters, but publishing quickly is not enough.
The problem it addresses
Brands often arrive late to a topic or join in without a clear connection to their audience. The work is to assess context, opportunity and risk before choosing a format. It is for marketing teams, agencies, media and sponsors that need creative judgement and execution, not a factory of automated trend responses.
From conversation to an original contribution
The response may be content, a participation mechanic or a game. We first define what the brand can say, why anyone would pay attention and which action makes sense. Not every topic deserves an activation. Sometimes the right decision is not to participate, or to wait until there is an idea that adds something.
A precedent: La Vieja vs. Dibu
The documented case describes a conversation on Paren la Mano becoming a pixel-art narrative penalty game. AgustÃn Muzzio and Ariel Kosacoff designed the experience, which circulated organically through social networks and streaming communities. We use it as a reference for the approach and execution, not a reach guarantee or evidence of a commercial relationship with the show.
How we work and what we deliver
We identify a business or communication opportunity, develop an idea, prototype and agree on approvals before implementing. Afterwards, we review what happened to learn rather than simply accumulate posts.
- A contextual assessment and a recommendation on whether to participate.
- A concept, format and proposed audience journey.
- A prototype or agreed assets, with approval owners.
- A qualitative review and available metrics, without attributing unmeasured sales.
Speed within limits
Timing depends on complexity, approvals and usage rights. We do not offer permanent availability or a universal launch time. Third-party characters, images, audio and brands require review; a public conversation does not automatically grant a licence for a commercial campaign. The proposal defines scope, owners and publishing conditions.
Getting started
Tell us what is happening, which brand is involved, who you want to reach and who can approve. For a planned event calendar, we can assess criteria and formats ahead of time. If the conversation is already happening, we first establish whether there is a realistic opportunity to build a response.
Does real-time marketing mean commenting on every trend?
No. We assess the connection between the conversation, the brand and the audience. An irrelevant intervention can be counterproductive; choosing not to participate is also a strategic decision.
Do you guarantee a viral activation?
No. Distribution depends on context, reception and how the work is shared. We agree on what to observe, but do not promise virality or replication of another case's results.
Can it combine content and a game?
Yes. The format follows the idea and resources. Pirulo AI Lab lets us explore interactive experience prototypes alongside content assets.