That's confusing the bitcoins used for marketing are real or not.. like some posted a code in facebook or in social media for free bitcoin so those bitcoin are real or a just marketing, hacking strategies etc.
I rather wanted to comment this but since I lack the required reputation I'm answering it. If it's through faucets then it's real. If not, it's probably fake. Moreover, faucets give out reasonable amount bitcoins for free such that the income generated from displaying adverts is more than the payout you'd get per hour or so..