When Mr. Paolo Pangan, Digital Strategy Manager of Yehey!, gave a lecture on viral marketing, he pointed a specific ineffective tactic used by companies when engaging people online: starting fake conversations. Used to hype certain campaigns at its initial stage, this tactic usually backlashes anyway, especially since most people detect posers in the Internet. In the end, companies suffer more. They may have gotten the initial hype they bargained for, but at the expense of their reputation.
Organizations like PCD
How would you react if the Pussycat Dolls suddenly released a single featuring all five members singing equal parts of the song? I bet you didn’t even know there were five members in the group, did you?
To answer my own question, I would feel very surprised, even uncomfortable. What, after about 15 songs where Nicole Scherzinger sang majority of every song (or more like the entire song, with the other four dancing sensually, sometimes skankily, along the tune), they suddenly decide to do things differently and actually give a fair chance to everyone in the group?