Events / Causes
October 8, 2012
By Tricia Carr
Luxury automakers are using digital channels to spread live model launch events to a larger audience, but those that hone in on peer-to-peer influences on social media and the brand lifestyle can better stand up to competitors.
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","iv":"56abccc20b1c22f5b34cef20e4c7ff13","s":"89b1720a035011d4"}
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