Brands such as Reese's Peanut Butter Cups and AT&T failed to take full advantage of March Madness' word-of-mouth-marketing potential during their campaigns around the NCAA basketball tournament, Roger Katz writes. Reese's is offering a trip to the men's Final Four, but did a poor job making the promotion shareable on social media channels, Katz writes. AT&T also is offering tickets as a prize to users of its dedicated Final Four Facebook application, but the app doesn't allow users to share their participation in the news feed or to invite friends to join, he writes.

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