Marketers are increasingly trying and failing to inject social interaction into their activities. The key is to realise that something which seems social may not be social at all.
In this article about Sleeveface, one line stuck out.
"We know this one woman who got into it, and she used to do flash-mobbing. But she says you'd just turn up, do something funny and leave, so she didn't get to meet anybody. Sleevefacing is more social"
Too many markerters/advertisers think it's enough to turn up, do something funny and leave. It isn't.
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