Viral branding opportunities require marketers to look before they leap

05/10/2013 | Time.com

The Ohio man credited with rescuing the three women being held captive in Cleveland said in a widely shared interview that he was "eating my McDonald's" when he heard the woman's cries. McDonald's posted a tweet congratulating the man and promising to be in touch before it was revealed that he had domestic-violence convictions. The episode makes the case that marketers should sometimes wait for more information before leaping to take advantage of viral branding opportunities, Brad Tuttle writes.

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