This morning, I received a LinkedIn message from a man named James Holm, who identified himself as a corporate recruiter with Weyland Industries. Weyland is the corporation that funded the the Prometheus project in the upcoming Ridley Scott movie of the same name.
This message was clearly tailored specifically for me, and I think it’s pretty awesome. But it does raise some interesting questions about the divide between so-called viral marketing and reality. Mr. Holm has a complete profile on LinkedIn which documents his career. But he does not exist.
Because these kinds of campaigns have to exploit existing reality, marketers have to find places where the benefit of advertising revenue for a distribution, content, or platform company (like LinkedIn) outweighs the cost to that company of sacrificing user trust in their experience. In this case, LinkedIn was probably paid a bundle
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