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Brands have another incentive for crafting compelling content marketing beyond engaging consumers—it might prompt other advertisers to pay to be included. Such was the case with Pereira & O'Dell's latest online Web series for Intel and Toshiba, The Power Inside, which drove a handful of marketers to sign deals for product placement within the branded storyline.
Spotify, Skype, Fossil watches and Skullcandy headphones are all paying for placements with merchandise rather than cash. The merchandise will be given to winners in weekly contests tied to the series and as giveaways when U.S.
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