We're finally seeing what real-time marketing means. Google last week provided insight through a new project, but during a session at SXSW, Jenn Deering Davis, co-founder of Union Metrics, pointed to Oreo's Twitter tweet during the Super Bowl as an example. New content works well in the moment, but what about the old? Brands can re-purpose content, making it relevant again. The trick is to tie it into a current event. Make sure to explain "here's the thing that made us think of it," she said.