As any marketer knows, it gets harder to “reach” consumers as media intake becomes more and more fragmented each year. And if you can't make the people pay attention to the messages you're blaring at them in the form of billboards and TV commercials, the next logical step is to pervade platforms where they are paying attention, and try to do it as inconspicuously as possible. Back in TV's heyday, that meant product placement. And, it turns out things aren't so different today.

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