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Can’t Play Scared: Finding Success in Real-Time

If you've ever played sports, chances are you've heard a coach say "you can't play scared." But as the reaction time of the world around them speeds up, many brands and marketers are still playing scared, and that is leading to countless missed opportunities on digital and social media. Whether it is for fear of the unknown or friggin' lawyers, too many businesses are crippled by red tape and unable to move fast enough to be relevant to sports fans on social media.
This panel will discuss how research, preparation and a little bit of creativity and risk-taking can empower any company to strike a chord with a real-time sports audience. And we’re not talking about delivering one lucky tweet. We’ll show you how you can use analytics and insights to understand your audience and then take action to meet business goals and deliver sustained, measurable results. Don't believe us? Find out how Tide's Twitter handle was mentioned more than 20 NFL teams during Day 1 of the 2013 NFL Draft.

Additional Supporting Materials


  1. How do you decide what events make the best activations for real-time marketing?
  2. How do you prepare content, or create a content strategy, when you don't know what will happen during the event?
  3. How do you avoid the pitfalls that come with rapid-fire content creation and engagement with a fan?
  4. How should you respond if you start to see negative reactions?
  5. How do you define success in real-time marketing?



Dan Gadd, Sr. Digital Strategist, Taylor Global

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