Digging in the right yard: The Viral Marketing of It’s All Gone Pete Tong
The illusion is short lived for anyone who is wise to such strategies; but it is well executed and has stirred up confusion and debate among critics and fans alike. In the end, it has reached the audience that it needed to reach, ignoring the wider berth and bankroll of the mainstream, in favour of a focused few. They found their viewership. They nailed it with a bull’s eye.
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