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BILL WERDE: When I think about what's most interesting in
advertising and in marketing today, the alpha omega is
clearly viral marketing.
It's clearly campaigns that just spread organically,
because people like a video.
And they send it to their hundreds or thousands of
friends on Facebook.
Or they tweet it out.
And suddenly those people tweet it out.
And those people tweet it out.
And the mushroom effect of that is fantastic.
We put this panel today with John Legend & The Roots, and
Spike Lee, and American Express-- you would think that
that would kind of sell itself.
But we put it together kind of late in the game.
And the number one way we marketed it was just to make
sure that people who might want to hear what these people
would have to say knew about it.
And we didn't do that with any sort of traditional marketing.
We hit a few email lists.
We had a smart audience segregated.
And we hit a few key folks' Twitter feeds, where we knew
on the first generation, we could reach probably a couple
million people.
And we used Facebook.
And that was it.
And we had a packed room today.
So the notion that you can kind of move people and change
behaviors purely using social media, and just kind of
connecting ideas to the people that want them,
that's pretty inspiring.