The many forms of free advertising

06/22/2009 | NYTimes.com

A T-Mobile marketing stunt for its "Life's For Sharing" campaign, which involved hundreds of commuters appearing to dance spontaneously at a London train station, racked up more than 15 million YouTube views and generated untold word-of-mouth awareness. It's just one example of the changing advertising climate in which marketers are getting the word out about products and services using free and viral media. "The overriding message of the Internet is that you can do more with less," Unilever Chief Marketing Officer Simon Clift said.

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