How to perform real-time marketing that doesn’t suck

God help us if that means more of this:

This example of real-time marketing (RTM) during the Oscars generated a whopping two retweets and one favorite for Stella Artois, a far cry from the way Hall describes RTM as a practice “that encourages people, not necessarily journalists, to identify with and share your message across social networks.”

I found the Stella example—along with several other nuggets of fail—on a new site called Real-Time Marketing Sucks, which bears the tagline, “Watch as brands poorly attempt to capitalize on the RTM trend.” The commentary beneath the image above comes directly from the site.

The (recent) genesis of RTM

Ever since Oreo scored a hit with its Super Bowl blackout message, brands have been falling all over themselves to produce real-time memes based on whatever people are talking about. But, as Pepsi’s global head of digital Shiv Singh told Digiday, “It scares the living daylights out of me to think of if all brands had a newsroom and were culture-jacking every event.”