The now famous "Alex from Target" was a marketing ploy from the start. Business Insider reports the was staged to help small-content creators spread their work. What was not expected were the results. #AlexfromTarget received worldwide exposure making Alex an overnight celebrity.
The campaign is yet another indication of the power of social media and its ability to spread a message. I can only expect similar campaigns in the future stealth marketing campaigns to generate word of mouth in social media.
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