Brands such as Reese's Peanut Butter Cups and AT&T failed to take full advantage of March Madness' word-of-mouth-marketing potential during their campaigns around the tournament, writes Roger Katz. Reese's is offering a sweepstakes to win a trip to the Final Four but did a poor job making the promotion shareable on social media channels, he writes. AT&T is also offering tickets as a prize to users of its dedicated Final Four Facebook application, but the app doesn't allow users to share their participation in the News Feed or invite friends to join, he notes.

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