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Advertising Age Article Abstract

We're So Quick to Crown Social-Media Successes That We Forget What They're Actually Based On

If You Don't Have the Right Strategy, Good Tactics Won't Help You

Published: May 07, 2012

While both Old Spice and "The Hunger Games" ran brilliant social-media efforts, it should be pointed out that one started out as a Super Bowl spot and the other is a best-selling book franchise. ...

Full Article Word count: 1192

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