Under-the-radar marketing

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coolex6.jpgFormer record John Cohen and Rob Stone a New York marketing firm called Cornerstone. Their is under-the-radar marketing. For instance, Cornerstone kids to log into chat rooms and as just another fan of one of their clients. They also incoming freshmen to parties, where they pass out material to their classmates. Rob Stone claims that the days of developing cute don't work anymore. You have to really get in what teens' culture is. You have to where they're coming from. You have to how they .
Cornerstone helped Sprite a network of radio DJs and hip-hop artists to their message into the world of kids. And it worked. Thanks to the teens who buy it, Sprite is now the fastest-growing drink in the world. Sprite organized a party for their new Web site, Sprite.com. Scores of kids were paid to up and in the sounds and styles of authenticity. Some of the biggest acts in rap music on stage under the company logo. Here it was, the ultimate of a corporation and a culture. Sprite and hip-hop had become one and the same, each carrying the other to its .
Sprite has really become an . It's not just with hip-hop, it's really a part of it. As much as baggy jeans and , Sprite has become an in hip-hop culture.