Real-time marketing can be costly but rewarding

11/13/2013 | Guardian (London), The

Real-time marketing that piggybacks on current events, a practice called newsjacking, can yield a big payoff for brands but requires extensive effort and careful consideration, David Benady writes. Oreo scored with a tweet during this year's Super Bowl blackout, saying, "You can still dunk in the dark," but the company had that opportunity because it had more than a dozen people gathered in a war room waiting for it, Benady writes.

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Guardian (London), The

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