Brands that pre-released a spot made for the Super Bowl or Oscars got a bigger impact from viral sharing than brands withholding them until the big show, but those marketers who nurtured engagement got better results still, says Ammiel Kamon, Kontera's executive vice president for marketing and mobile. "There was no detrimental effect to pre-releasing. But of the 11 brands who released early and created more elaborate ways to involve the online community in the weeks leading to the game? Online brand consumption increased on average 210% for the month," Kamon says.

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