Real-Time marketing is:
Promotion based on breaking news, current events, a spontaneous moment shared by a culture or society.
Social media has made real-time marketing a thing, but it’s actually been around for a while. The “Bo Knows” nike commercial was supposed to air in the 4th inning of the 1989 Major League Baseball All-Star game. But Bo Jackson, the star of Nike’s commercial, was first up to bat in the first inning. Bo hits a homerun and Nike’s commercial airs in the next commercial break instead of the fourth inning.
More recently, Super Bowl 47 in 2013, half the lights in the stadium went out in the middle of the game. Oreo, tweets a picture and says, “You can still dunk in the dark.”
Power out? No problem. pic.twitter.com/dnQ7pOgC
— OREO Cookie (@Oreo) February 4, 2013
This is also called newsjacking, taking a news story and making it relevant to your market.