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Earlier this afternoon, Seton Hall guard Sterling Gibbs hit a last-second shot to help his college basketball team upset Villanova, and marketers for New York Life and NBC immediately purchased Promoted Tweets around related hashtags appearing on Twitter.
It's March Madness time, folks, yet another season ripe for real-time marketing.
From now through the NCAA's Final Four weekend in early April, brands will attempt to score marketing points after nail-biting games and general basketball-related social media activity.