Durex condom giveaway values tweets at about a quarter apiece

11/26/2012 | Advertising Age (tiered subscription model)

Reckitt Benckiser will give away a Durex-brand condom for each tweet from Monday until World AIDS Day, Dec. 1, that uses a designated hashtag. The brand is capping the giveaway to charity at 2.5 million condoms, one for each person who contracted AIDS in 2011. The promotion values each tweet at about 24 cents, according to this article.

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