You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Not Every Major Cultural Moment Deserves an Immediate Response Super Bowl and Oscars Campaigns Prove Marketers are Fascinated With Real-Time Marketing By Sarah Hofstetter, Published on February 26, 2013 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Become a Member Already a member? Log in.