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The video kicked off a brand ambassador-led college marketing program that was a multi-year engagement, featuring retail deals and a promotional contest based on: #phonerulestouse. We asked students to provide a cell phone etiquette rule everyone should follow by posting their recommended rule in whatever format they chose like personal videos, for example. Posts were filtered by an aggregator then displayed on the website’s mosaic and updated instantly. Winners received B&N gift certificates, scholarship money, etc.

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