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The exponential effect of communicating a focused message through many different forms of advertising media with a very persuasive effect on beliefs and behavior.
The advertising campaign was communicated through a microsite, social media venues, viral video, print, grassroots events and out of home media. The Piranha Effect was amazing.
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A website designed to achieve exponential reach by creating a portal for mass sharing back and forth between a large number of social networking sites like facebook, myspace, flickr, youtube, digg, twitter, etc...
The brand promoted itself through the use of a powerful "flystrip site" created by engauge communications.