KitKat takes a page from Oreo's real-time marketing tactics and jumps on the iPhone 6+ bandwagon concerning Apple consumers/haters backlash. Each year iPhone launches have a some sort of defect but this year social media users have taken it to the next level and bashed on the brand due to the iPhone 6's ability to apparently bend when sat on for long periods of time. KitKat, known for their "give me a break" or "take a break" slogan, knew that they had an opportunity to promote themselves when #bendsgate started trending. It took them only 30 min to hit the Twitter arena and within 24 hrs they surpassed Oreos total number of retweets and favorites. "We don't bend, we #break," is the caption on the image of the 45 degree angle Kit Kat break.

Real-time marketing seems to be the latest advertising trend. Coming up with a campaign consisting of print and TV spots, maybe some guerrilla marketing and OOH here and there, isn't enough anymore. Marketers, social media managers and/or media analysts need to be on their toes and up-to-date with politics, pop culture, etc. in order to form relevant content for customers that tie back into the brand. Also, they must keep in mind that not all trends are appropriate for a brand just because they are trending. The KitKat idea was especially great because it wasn't just a repost of the #bendgate scandal. The post actually brought in the KitKat's slogan "give me a break" and re-established, "We don't bend, we #break". Thus, enhancing KitKat's chance to shine with a simple twist catering to the brand's strengths while playing on the iPhone 6's alleged weakness.

I think many other brands can capitalize from this method, as well. Real-time marketing has become the latest necessity in the marketing world because everything online is so fast paced that we advertisers/marketers need to stay on our toes on what's happening everywhere. Brands like Club Crackers or Brawny, maybe just monotonous brands in general, can try to grab ideas from real-world things and gear them to where they form relevant content in order to form stronger relationships with their consumers.