The selection of media can influence a company's customer portfolio. This document discusses how the Sava brand used different media like television, online videos, and social media like Facebook to reposition their brand and target Generation Y customers. It provides statistics on how the brand grew its Facebook fan base in different countries and discusses viral marketing campaigns and public relations strategies used to activate customers in a fun and engaging way. The key is creating positive emotions without being invasive by being passionate, involving customers, celebrating loyalty, finding and sharing stories, and accepting responsibility.