Brands Infiltrate Social Circles to Create Buzz

NEW YORK TV Guide late last month launched an estimated $20 million ad campaign to reintroduce its 54-year-old brand as a multiplatform provider and celebrator of TV culture, rather than a weekly listing of shows. But months before the first TV and print executions ran, it primed the pump with more than 10,000 TV Guide parties held throughout the country.

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