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Many brands—Capital One, Dove Men's Care, Nike and Buick, to name a few—were at the ready last weekend for March Madness, purchasing Promoted Tweets in real time around the ups and downs of numerous college basketball games. But no company got in the game like AT&T, which, as part of a much larger sponsorship deal with the NCAA and Turner Broadcasting, continuously bought ads for tweets going out from @MarchMadness, NCAA's handle for the tourney.
For example, the telecom giant ran a rash of Promoted Tweets around Florida Gulf Coast's memorable and improbable two-game run to the Sweet 16 round.