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Marketers Start Conversations in Dorm Laundries
Hoping to spark conversations among young consumers, the United States National Guard this month became the first major U.S. advertiser to sponsor a network of electronic "laundry boards" in college dormitories nationwide. While the boards, conceived of by WOMMA member company Alloy Media + Marketing, will initially contain more traditional advertisements, they will eventually include viral marketing techniques, too -- including "clings," whereby marketers place or distribute items with ads attached to them in order to generate buzz within a community of consumers.