When Oreo placed its Dunk in the Dark ad in social media channels immediately following the power outage during the Super Bowl, real-time marketing was brought to the forefront of the marketing community. David Berkowitz, then-director of emerging media at Oreo agency 360i (and now CMO at MRY), stressed that care must be taken to properly collaborate with key decision makers in order for real-time marketing efforts such as Dunk in the Dark to be successful.
To move at the speeds required by real-time marketing, you need fast-moving teams powered by key decision makers and you need collaboration processes firmly in place. There is no time for lengthy approval processes.
