A post by Jennifer Leggio, ZDNet
How Cirque du Soleil is using a mix of blogger relations and social network outreach to help grow attendance for all of its home and traveling shows.
http://blogs.zdnet.com/feeds/?p=2551&tag=nl.e539
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I believe this sometimes called backdoor advertising. You develop a small group who expands your message to a large group; very similar to word of mouth but more long reaching through blogs and social networks.
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