Laugh at the clips, then buy

Posted: Tuesday, Jan 08, 2008 at 0000 hrs IST
Updated: Tuesday, Jan 08, 2008 at 0212 hrs IST

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: Top Model. “It’s a little bit of a wink to the industry,” said Cheryl Vitali, senior vice-president for marketing for the Garnier and Maybelline New York brands at the L’Oreal division. “The challenge was not doing what’s expected,” she added.

Viral campaigns are multiplying for the same reason as branded entertainment: the urgency among advertisers to find alternative ways to reach jaded, distracted consumers as technologies like DVRs and iPods make it easier to avoid conventional pitches.

—NY Times / Stuart Elliott...

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