Mullen and Timberland worked together to engage and educate Timberland’s intelligent audience. Instead of creating an expensive, splashy video, they recorded a more intimate video of the Timberland product manager describing their new environmentally-friendly boots. A Timberland product designer showed details about how the boots were made.
Facebook and Twitter options enabled smartphone users to share the video directly from the phone. The video and shortened URL would be embedded right into the Facebook post for all to see.
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