Just browsing a job ad for a Multimedia Marketing Manager and this paragraph leaped out.......
"Previous experience in e-marketing initiatives, infiltrating online communities with viral communications, deploying guerilla tactics, product seeding and cult/celebrity endorsements would be more than advantageous."
Hold on to your hats if you're a consumer. Your friends in your cosy online community are about to be 'infiltrated'. I imagine this company is not the only one thinking along these lines.
Just be wary the Coke Zero Anti-Movement