Bob Newhart Won Twitter During the College Football Championship's First Half

Most brands turn in a real-time snoozer

Despite the predictions that tonight's college football championship on ESPN would be the highest-rated cable program of all time, there has been little real-time marketing by brands during the first half of the game. Have there been pre-planned tweets pushed in an obvious fashion? Yes. But there have only been a few good on-the-fly examples to speak of so far.