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NEW YORK What do you get when a 93-year-old packaged-goods pioneer partners with a 93-day-old user-created advertising pioneer? In the case of Lance and social video platform ViTrue, it’s “Lance in My Pants” as a viral campaign.
The initiative, which builds on the Charlotte, N.C.-based snack-maker’s radio campaign of three years starring Comedy Central host Adam Corolla, invites consumers to upload their own “I Got Lance in My Pants!” commercials at lance.com and ViTrue’s user-generated ad site, sharkle.com.
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