The Oscars have spurred a lot of intense commentary about real-time marketing, pro and con. Here are some of the links I’ve gathered; will add more as they become available.
Five Fast Truths About Real-Time Marketing (opinion piece by Ian Schafer, of Deep Focus)
When Did Twitter Grow Up? (Ad Age)
Most Oscars Real-Time Marketing Falls Flat (Digiday)
Oreo Tries Super Bowl Tweet Strategy at the Oscars (Adweek)
How the Marketing Community Lost Last Night #OscarsRTM (by David Armano, who created the hashtag)
I’m not sure who is behind the “Real-Time Marketing Sucks” Tumblr that was set up last night, but you can see some examples of Oscars real-time marketing here.
Time for Real Introspection on Real-Time Marketing (by Scott Monty of Ford)
The Script of Improv: What Is (and Isn’t) Real-Time Marketing (by Rohit Bhargava)
Not Every Major Cultural Moment Deserves an Immediate Response (by Sarah Hofstetter of 360i, the agency behind Oreo’s Super Bowl tweet)
What a difference a few weeks makes.
At the start of this month, the ad industry was falling all over itself to laud Oreo for its real-time marketing moment during the Super Bowl power outage. When the brand posted a picture of an Oreo with a sassy comment, it was as if the collective lights went ON among the marketing community:
“Real time is hot!”
“Real-time is the answer!”
“I need some real-time, stat!”
And then came the Oscars. And we saw, unfortunately, what happens when brands try too hard to jump on a trend. Most of the marketing I saw posted on Twitter during the Oscars was content that was already developed, “canned” so to speak, or simply deployed at an opportune moment. Only a few marketers took it to the next level, developing creative that was actually timed to what was going on during the telecast.
A hashtag set up by Edelman Digital exec David Armano to track the Oscars real-time marketing, #OscarsRTM, saw discussion quickly change from a few industry intelligentsia talking about the pros and cons of real-time marketing (myself included) to a mass of naysayers eager to bash everything they saw. To be sure, there were a lot of hamfisted attempts at being “relevant.” But the negative reaction will no doubt send many brands and their agencies back to square one when it comes to using real-time marketing. Some will probably not return, and deem the concept a flash in the pan. This couldn’t be further from the truth; there is so much to be learned about what it means to be responsive, reactive and relevant, for brands. As I tweeted yesterday during the aftermath of the Oscars,