Power out? No problem. pic.twitter.com/dnQ7pOgC
— Oreo Cookie (@Oreo) February 4, 2013
While it is true that real-time marketing can be a successful venture for some brands – Oreo received 525 million media impressions with its famous tweet – this trend is leading to a plethora of brands getting in on the craze. The results are shoehorned content with a focus more on being released in a timely manner, than expanding brand awareness and providing value to consumers.