This document discusses real-time marketing and provides best practices for creating real-time content. It defines real-time marketing as authentic communication delivered at the right time and place with the right message. It discusses using opportunistic real-time marketing to comment on current events and changing consumer behaviors. Best practices include planning for various scenarios, creating hyper-relevant timely content, establishing a visual voice for each channel, and balancing speed and quality in the creative process and workflow. Challenges discussed are moving beyond Facebook and Twitter, dealing with subjectivity, and maintaining quality and legacy over time.