A: It's not so much a question of tools as it is a question of preparedness. Brands like Oreo, Walgreens and Audi made waves online during the Super Bowl because they were poised to take action in the moment. Strategists strategized quickly. “Creatives” created quickly. Decision-makers made decisions quickly. In a world where relevance moves at a thousand feet per second — especially during an event like the Super Bowl — being nimble can mean the difference between generating buzz and generating a dud.
PAULA BURKES, BUSINESS WRITER