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As a spoiled New England Patriots fan, I've been privy to multiple celebration parades, a new stadium and number 12 as the Quarterback for most of my adulthood. I'm not a die-hard fan and to be honest, when a win happens, I’m thinking of free Dunkin Donuts coffee the next day. However, we can all see that the man behind the most points on my fantasy football team is different this year. This story has been told much better here but it makes for a great analogy and guide in our PR agency world.

Last weekend, I received two targeted emails from retail stores offering Patriot’s AFC Championship gear within an hour of New England winning the game. Dick’s sporting goods is a national brand, yet they knew my Boston location due to previous orders and took advantage of the exciting win.

We’re starting to see this type of hyper-personalized, real-time marketing on a regular basis. According to Forbes contributor Avi Dan, it’s more of a tsunami than a trend: “The world is more connected because of technology these days, but marketing is becoming more regionalized, and more localized, even more individualized, as consumers resist homogenization.”

The Super Bowl is not only the main event of the NFL season, but a national sporting holiday for fans and the most important day of the year for marketing. For PR specialists, it is a unique opportunity to brainstorm ways in which to promote your clients. PR pros have the opportunity to investigate the Super Bowl from every angle to find a place in which their clients fit and to discover how to reach their target audiences.

Stacey James, vice president of media relations for the New England Patriots has been at it for nearly 20 years and has had to deal with a number of different issues surrounding an NFL football team. Cuts, injuries, arrests, fights, firings, players encouraging fans to drink early before a game to get lubed up, media requests, wait, what was that? Fans should "…start drinking early. Get nice and rowdy. 4:15 game, lot of time to get lubed up. Come out here, and cheer for the home team." Yup – that’s a direct quote from the face of the franchise, Tom Brady himself. Hey, at the very least you see that the guy is human. He knows what goes on in the parking lots and how NFL fans treat Sunday’s as an event – should he have thrown in a “be responsible” type of comment, sure. But you know what, there is a lot worse being said and done out there by people today. He wants a traditionally quiet stadium to be loud and have the fans cheering for his team. I suppose a little liquid will help that out.