The latest example of real-time marketing came from Ryanair with the slogan, “We already separate couples.” At the Coldplay concert in Boston, Astronomer CEO Andy Byron and HR director Kristin Cabot were caught on the “kiss cam,” causing a huge stir on social media. Moreover, Byron was married. However, the real standout move was Ryanair’s quick and witty response.

Ryanair captured the irony of the situation with the phrase “We already separate couples,” while also playfully bringing its own seating policy into the spotlight. The brand, known for its in-flight seating arrangement, is famous for not seating couples together unless they pay an extra fee. Combining this policy with the “separation” theme of the Coldplay concert perfectly aligned with the platform's tone.

This example demonstrates that real-time marketing remains a powerful tool. However, being quick alone is not enough; brands must also have the courage to poke fun at themselves. Ryanair's post stood out precisely at this point.