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Not every real-time marketing event—like Oreo’s now-famous Super Bowl blackout breakthrough—happens in an instant. Take Mini Cooper, whose marketing team saw a real-time opportunity unfold across several days—the week after this year’s Super Bowl, as it happens—when the U.K. horse meat scandal evolved from a marginal news story to critical mass. Amid the crisis, Iris Worldwide, the brand’s creative agency, pulled the trigger on a campaign that, with the support of ads in daily newspapers, would inspire more than 1 million interactions in only a matter of days.