"Using those [actors] in their video content, they'll push out responding videos and tweets to various topics," said Clayton. "We don't know what it will be. We don't know what topics will be trending. It could be something really amazing that happens during the game or a malfunction of some sort. If there's a horrible winter storm, we might take that on."
She added that the team has been busily practicing.
"We're making up scenarios and writing scripts and seeing how they feel," said Clayton. "They have to feel organic and be within brand tone. We're not actually shooting — just testing scenarios to warm up, if you will. We're not going to force it. If it doesn't feel right, we're not going to push it out."
Volkswagen's strategy is a good one, said Jordan Atlas, an executive creative director with Ignited USA, a Los Angeles-based advertising company.
"This idea of real-time marketing isn't a new one but it's blown up since last year's Super Bowl," he said. "The idea of preparing for it is good but I would caution people not to be overzealous. It worked with Oreo because it was so seamless. If you came in 10 minutes later, it'd look like you missed the moment."
Atlas warned that companies need to be wary about moving too quickly and missing that a joke might be offensive or simply not sound like the brand's usual tone.
"If you miss it and look gratuitous, the negative response can be big," said Atlas.
"There might be somebody on the team who thinks they've spent all this money on the team and it's the third quarter and nothing has happened so they need to do something. That's when things might feel a little forced," Atlas added.
Clayton said the Volkswagen team is also making sure it can recognize when something doesn't make sense and having the discipline to let it go.
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