If you remember last year, Levinator25 posted a video of Tiger Woods walking on water in the video game. EA Sports quickly reacted with a video of Tiger Woods actually walking on water and telling Levinator25 that he was just that good.
Now the narrative continues with a new golfer and a new Tiger Woods video game. I think this is a great example of Propagation Planning where the client is using influencers, early adopters and advocates to spread the story about the new game before they have to pay for media to spread the story.
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