Ever since Oreo’s famous “dunk in the dark” tweet moment, brands have been dancing to the tune of so-called “real-time marketing.” With each holiday, award ceremony and cultural event, brands have gathered their agencies, PR team and lawyers and made awkward, sad and sometimes pathetic attempts at being “hip,” “in the moment,” and “culturally relevant.” Brand attempts at Real time marketing have faired so poorly that there’s even a Tumblr blog called “Real Time Marketing Sucks.” You can follow them on Twitter too (@RTMSucks). Unfortunately, most brands have failed to realize the effort that went into Oreo’s famous moment. The One [...]
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