• May 20, 2013

The emergence of RTM, a new acronym coined to describe “real-time marketing,” such as Oreo’s trademark tweet during the Super Bowl blackout, is creating new challenges for marketers, brands and the agencies that manage it.

But even Oreo’s seemingly spontaneous tweet did not happen in a vacuum, according to Matt Wurst, director of digital communities at Dentsu’s 360i, which managed the Oreo tweet effort. He says there were actually a number of “guard rails” in place to ensure that Oreo didn’t crash and burn from the real-time messaging stunt.

While he didn’t go into them in detail, another panelist during the opening “Trick or Tweet” panel at OMMA Social said that not everything can be guard railed, especially the underlying brand perspective.

This post initially appeared in Show Daily on May 20.