AT&T has crushed the opposition on Twitter during March Madness, running a flurry of Promoted Tweets and Promoted Trends tied to the tournament and winning a corresponding uptick in followers and retweets. In an unusual move, AT&T bought ads to promote the NCAA's own @MarchMadness handle, effectively promoting the NCAA's content in order to highlight its own sponsorship. "This is new territory," says AT&T digital chief Blair Klein. "It's been interesting for engagement rates and net followers. We've been really pleased."

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