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There has been a huge misunderstanding since the rise of social and sharing and participation and engagement and what have you. Suddenly there are all these brands that demand all these things from people, like “upload a picture of your white teeth” or “invite your friends to a testdrive with our new car” or “play this game to get 10% off”.
Companies still spend too much money by either doing social wrong or by simply spreading messages like “my sausage tastes the best”. The time is more than ripe for something that makes more sense, is more relevant and puts all these marketing dollars to work for a better world!
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