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Mother New York made up a word, "MIDWULS," using the last seven digits of Optimum's phone number, and created an integrated campaign around it. MIDWULS, we're told, is "that incredible feeling that comes when you get a great deal on TV, phone and Internet" by signing up with Optimum. The launch commercial shows folks in different situations saying "MIDWULS," and goofs on sci-fi-game addicts, Game of Thrones fanatics and Web-lovin' street gangs ("Yo, this is our hotspot!").
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