03/04/2013 11:16 am ET Updated Dec 06, 2017

The Content Brief: Real-Time Marketing Backlash?

Hey, real-time marketing was fun while it lasted, wasn't it? One day you're The Next Big Thing; the next day you're marched off to the sales & marketing history museum with Burma-Shave signs and the Fuller Brush man.

Well, maybe it's not quite that stark, but it sure seemed like the most recent RTM brand opportunity - The Academy Awards - came with a heaping helping of not-so-constructive criticism.

Yeah, okay, it's ideal to create original content rather than using pre-planned material, and yes, you've got to do more than just promote your brand with your content. (You're not fooling fans with marketing repackaged to shoehorn in event-related references.)

But there were bright spots for sure. JC Penney showed how to bring relevance first, brand second. Kellogg's Special K managed to work in a reference to the "Jaws" theme music that played off long-winded winners during the show into its series of images. And Chobani hit a home run with a Tweet that rang true to a lot of marketers and brand teams working that night.

Get the scoop in the latest edition of The Content Brief from Freshwire below.

Missed last week's take on the hacking spree? Check it out here.