Should Target Put 'Alex' in an Actual Ad Campaign?

Such a move could either be brilliant or turn dark, experts say

Should Target put "Alex"—the Frisco, Texas, kid getting a lot of Twitter love because of his Bieberish mug and the pure randomness of the Internet—in an actual ad campaign?

"Why not?" answered Will McInnes, CMO of Brandwatch. "Social media is a powerful and direct avenue to consumers. Given the velocity and reach of the #AlexFromTarget hashtag, there are a number of marketing and ad campaigns that Target could execute, for example: store appearances by Alex or Alex’s picks for clothing and seasonal items.

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