More from Christopher Heine, AdWeek
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The singer's performance got her 147,000 tweets a minute vs. 83,000 for Coldplay and 28,000 for Bruno Mars.
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The interactive event gets bigger and noisier this year.
Pharrell Williams Sues Diageo for $5 Million
The rapper alleges that the spirits giant broke a contract to distribute his "Qream with a Q" alcoholic beverage.
Macy’s, Diddy Hawk $223 Digital Sweater
Retailer calls wearable electronics "next big thing."