IQ News: Analysis - MiningCo.com's About.com Face

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Stealth campaign yields results for renamed company
The cryptic messages were everywhere for two weeks in May. Newspapers, TV, postcards, anonymous e-mails, all posing the same question: “Hello, is anybody out there?”–with no answer, no brand, no clue as to what it meant.
The buzz was considerable, helped by the campaign’s intense air of secrecy.

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