Real-Time Marketing During Oscars Fails to Deliver Much Brand Buzz

Oreo-induced hangover as marketers debate the meaning of #rtm on Twitter

The debate about what is actual Twitter real-time marketing (#rtm) and what isn't seemed to hit a fingernails-on-the-chalkboard crescendo (#smh) during the Academy Awards. The only thing that seemed to be grilled more than #rtm on Twitter was Oscars host Seth MacFarlane.

#Rtm "purists," for lack of a better term, have a narrow definition of what real-time-marketing is: creative that was done completely on-the-fly during a news-worthy event—that is, nothing was planned ahead of time when it comes to copy and images.

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