Boy band helps brands set Twitter on fire

11/21/2012 | Advertising Age (tiered subscription model)

Brands are finding that boy band One Direction is "as close to a surefire social fire-starter as there is," writes Nat Ives. Target and Pepsi have built buzz on Twitter in recent days with TV commercials featuring the band's songs, with fans tweeting messages about how they "can't stop watching" the spots.

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