In today's rapidly changing marketing environment, brands' strategies for engaging with consumers are constantly changing. This change is often led by digital technologies and each new advancement is quickly integrated into marketing processes by brands. At this point, the social media platforms frequently used by consumers hold great significance in terms of marketing communication. The presence of brands on social media platforms strengthens brand awareness as it provides the opportunity to be constantly in the same environment with consumers. In addition, in an environment where the agenda is followed and even determined, brands have the opportunity to establish mutual and instant communication with their target audiences. In this context, real-time marketing is an approach that enables brands to create content and engage with consumers based on current and popular events. Understanding the characteristics and dynamics of real-time marketing strategy holds significant importance for both researchers and marketing practitioners. From this point of view, successful real-time marketing examples of some brands in Turkey were examined in this study. As a result of the study, it is seen that the harmony of the content with the agenda, the timing of sharing, the creativity of the content and the inclusion of visual elements in the content are important factors that ensure success in real-time marketing.