The viral success of Oreo and 360i’s “Dunking in the Dark” tweet during the 2013 Super Bowl prompted nothing less than a real-time gold rush. But 2016, marketers say, may be the year that Super Bowl war rooms are (finally) put to rest. For one, the savvier marketers — including Huge, Innocean, Hyundai and others — have realized that social monitoring needs to be part of their overarching social strategy. Others have realized that they are often expensive endeavors that don’t add much to the conversation. Yet others, like Avocados from Mexico, have started moving toward more cost-efficient strategies like “virtual war rooms.”