If you have a very well defined brand, with a very clear positioning, mission and benefits in it's target consumers heads, you can do something amazing - you can take advantage of tactical opportunities to surf on their social surge. A good example is what Axe / Lynx is doing in Hong Kong, saying that it will help you win 65 Million USD by helping you claim and convert a multimillionaire's daughter to heterosexuality. Isn't this genius like?
http://mashable.com/2012/10/17/lynx-facebook-gay-woman-straight/
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