Real-time advertising during live events is one of the most dynamic and impactful ways brands can engage with audiences. By responding to what’s happening in the moment—whether it’s a sports game, awards show, political debate, or major cultural moment—brands can insert themselves into conversations and become part of the experience.

Here’s how to master real-time advertising and make your brand stand out during live events:

1. Be Prepared: Plan for the Unpredictable
Even though it’s “real-time,” the most successful campaigns are strategically prepped in advance.

  • Build a flexible content library with templates, taglines, and visuals.
  • Prepare scenarios for different possible outcomes.
  • Assemble a real-time team (designers, copywriters, social leads, approvers) to act fast.

Example: Oreo’s “You can still dunk in the dark” tweet during the 2013 Super Bowl blackout was brilliantly timed and prepared.

2. Choose the Right Events to Target
Focus on events your audience cares about and that align with your brand voice.

Types of events to consider:

  • Major sports events (Super Bowl, World Cup, Olympics)
  • Award shows (Oscars, Grammys)
  • Political debates or elections
  • Pop culture moments (Met Gala, reality TV)
  • Big tech/product launches

3. Nail the Timing: Speed and Relevance
Timing is everything. To win with real-time content, you need to respond within minutes of the moment.

  • Use social listening tools to monitor trending topics.
  • Assign someone to watch the event and flag notable moments.
  • Make sure approvals can happen quickly—ideally in real time.

4. Make It Contextual and Clever
Avoid being overly promotional or generic. Your real-time ad should feel like a natural part of the conversation.

  • Use cultural awareness and wit to connect.
  • Tie the event moment back to your brand in a creative, subtle way.
  • Leverage relevant hashtags to join the broader conversation.

5. Leverage Multi-Channel Distribution
Expand the reach of your real-time content by using several platforms, not just one.

Options include:

  • Twitter/X for fast commentary
  • Instagram Stories for visuals and polls
  • TikTok for reactive video content
  • LinkedIn for professional event tie-ins
  • YouTube Shorts or Live for commentary

6. Collaborate with Influencers or Creators
Working with creators who already engage with live events can expand reach and add authenticity.

  • Co-create content during the event
  • Host an influencer takeover on your brand account
  • Sponsor live reactions or recaps

7. Measure, Learn, and Repeat
Track performance to learn what works and refine your strategy for future events.

Key metrics to watch:

  • Engagement (likes, shares, comments)
  • Reach and impressions
  • Click-through rates
  • Audience sentiment

Examples of Great Real-Time Advertising:

  • Oreo (Super Bowl blackout): “You can still dunk in the dark”
  • Snickers (World Cup): “You’re not you when you’re losing” during Brazil’s defeat
  • Arby’s (Grammys): Called out Pharrell’s hat with a viral tweet
  • Netflix: Regularly uses timely, meme-driven content that ties to its shows