The Selling of the Superbowl in the Age of Insta-Marketing

Last night, one Macy’s employee (or perhaps a crack team of them) couldn’t just kick back with beer, nachos, and a critical eye for pricey commercials as the gridiron excitement played out in Phoenix. No, he/she/they had an important job to do: a) watch the Superbowl, and then, mere minutes after the victor was declared, b) select and send the appropriate one of two prepared e-mails alerting Macy’s customers of the availability of a special