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I like the way adidas is doing things. I also like their HQ and friends working for them. FTW!
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Hat tip to campaigns back in October built on top of the The Wall Street 2 movie. Well made but at least one of them was too short-sighted. General advice: never remove sub-landing pages to sweepstakes or any other main referring links. Instead, convert the couple of those too-late-visitors (like me) to something FRESH. I believe there are some folks with unusual high involvement and they would then spread the word around.