Patricia Martin, author of Renaissance Generation: The Rise of the Cultural Consumer and What it Means to Your Business, sees the relationship as a harbinger of
marketing hook-ups to come. "It's a new way of advertising when two brands get together to create cultural meaning," she says. "That's very different from creating a 30-second
TV spot."
In the past, Sweethearts has used "Fax Me," "Email Me," and even "Bite Me" (a tie-in with the "Twilight" film last year). But this year is this year, and Twitter is where the PR potential, as well as cultural meaning, is clearly at.
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