One of the best ads from last year’s Super Bowl wasn’t running on television. Oreo tweeted almost immediately after the blackout that occurred, intelligently inserting the product into the conversation and generating thousands of immediate impressions. This year’s Super Bowl tweet craze wasn’t a reaction to a moment in real time; it was a prescriptive social media stunt by JCPenney based on what they predicted could be relevant and engaging. They started #TweetingWithMittens during the Super Bowl to promote their commemorative Go USA Mittens, just a few days before the Sochi Olympics kickoff. The result of this predictive marketing effort turned out to be more than just media impressions. Stop trying to catch lightning in a bottle and see the full article on predictive marketing here.
April 30, 2014