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Automotive brand Škoda is all too aware that it is not the leading car brand in France, so for the launch of its new vehicle, the Škoda Fabia, it decided to use that underdog status to effect, by hacking online reviews of more popular cars in the country and adding its own ads in the background.
The “Review Hacking” campaign has seen Škoda pay YouTube to insert digital posters of the new car in the background on reviews for French rivals such as Peugeot, Renault and Citroën which between them share almost half the country’s market.
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