CHAPTER5 Real-Time Marketing in a Visual World our brand is turning 100 years old, and you want to celebrate. You also want to show that your brand is just as relevant to its customers as it has always been, but how do you make the cen- tenary commemoration strike a chord with a younger, more Ytech-aware audience? The classic cookie producer Oreo managed to achieve all of this—and to win new fans in the process. In 2012, over 100 days—one for each year of the brand’s history— Oreo’s creative team crafted an image that reflected one of the day’s trending news stories. Called the Daily Twist, the story would be given a playful and fun Oreo theme and shared across the brand’s social media channels with the hashtag #DailyTwist. This example of a brand’s agility, on-the-fly thinking, and in a lot of cases, fast response showcases what has recently been referred to as real- time marketing (RTM), agile marketing, on-the-y marketing, or real-time social response. Oreo listened to what was important to its audience, and 177