Viral branding opportunities require marketers to look before they leap

05/10/2013 | Time.com

The Ohio man credited with rescuing the three women being held captive in Cleveland said in a widely-shared interview that he was "eating [his] McDonald's" when he heard the woman's cries. McDonald's posted a tweet congratulating the man and promising to be in touch before it was revealed the he had past domestic violence convictions. The episode makes the case that marketers should sometimes wait for more information before leaping to take advantage of viral branding opportunities, writes Brad Tuttle.

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