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. No peeking around the blindfold in this game.

But based on the scores of recent tweets on the subject, others seemed to take a looser definition into account, perhaps noting that planned creative and Promoted Tweet bids could have been altered in actual real time to reflect competitive circumstances.

At any rate, brands probably aren't as interested about if the results from last night were delivered by a blindfolded unicyclist or a driverless Google car. They just want the results.

And one thing's for sure: Among the too-many-to-count Twitter marketers trying to capitalize on the Oscars, none came within a country mile of reaching Oreo's Super Bowl #blackout feat of more than 13,000 retweets. For instance, Oreo's marketing team put out four attempts last night and inspired only about 340 retweets.

Oscar Meyer may have had one of the more clever plays by nabbing the top bid on the #OscarsRTM term, but still only got 700-odd retweets. The creator of the hash-tag, Edelman Digital managing director David Armano penned a Digiday article today addressing whether "real-time marketing" has already jumped the shark.

Indeed, the practice of placing tweets or Twitter ads around news events while they happen has been increasingly popular since the Democrats and Republicans utilized the idea during the presidential election. So has so-called real-time Twitter marketing really crossed from cutting edge to so over in a mere three months?

It appears to be debatable.

With that in mind, here are 5 of the best tweets from last night on the subject from industry players.

@Chris_Heine Christopher Heine is a New York-based editor and writer.