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Additionally, brands will then amplify earned social (what their fans post) with the added capabilities
(such as production quality, reach, and targeting opportunities) of paid social promotion.
Paid Social Amplification
This McDonald’s spot leverages a social media post that one of their fans’ shared. Brands are
increasingly selecting fans to be a part of ad campaigns based on what they say on social media.
Wheat Thins (boatload of Wheat Thins) and Heineken (Departure Roulette En Route), have done this in
the past. As social continues to grow and become the primary form of communication, brands will
continue to leverage what their fans share on social.
Earned/Paid Convergence 32

Additionally, brands will then amplify earned social (what their fans post) with the added capabilities
(such as production quality, reach, and targeting opportunities) of paid social promotion.
Paid Social Amplification
This McDonald’s spot leverages a social media post that one of their fans’ shared. Brands are
increasingly selecting fans to be a part of ad campaigns based on what they say on social media.
Wheat Thins (boatload of Wheat Thins) and Heineken (Departure Roulette En Route), have done this in
the past. As social continues to grow and become the primary form of communication, brands will
continue to leverage what their fans share on social.
Earned/Paid Convergence 32

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