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February 21, 2014  |  Comments

From Morning Filter (Feb. 21, 2014), Marketing‘s daily morning newsletter

The legal dangers of real-time marketing
Real-time marketing has gone into overdrive during the Olympics, but many brands trying to newsjack events aren’t aware of the legal repercussions they could face for using an event or celebrity to promote their product without laying down sponsorship dollars. For many brands, there’s the added concern of a lack of legal precedence for social media work, making it a gamble each time they choose an event to cover on social media.
[Read more via Digiday]

Tale of two flight patterns: charting Flappy Bird and Angry Birds’ success
Flappy Bird developer Dong Nguyen pulled the popular game from the app store recently, and comparisons between it and Angry Birds have been flying around (sorry) ever since. Both games have devoted fan bases, but the stories of how they rose up the app store ranks and the motivations behind their creation are quite different. (For example, Nguyen created Flappy Bird in a few evenings, while Angry Birds was one of dozens of games created by a huge Finnish game making company.)
[Read more via Developer Economics]

Middle class retailers are dying a slow death
With department store chains like Sears on shaky ground, the Canadian retail landscape has become quite polarized. Walmart lives on one end of the spectrum and Holt Renfrew on the other, creating a high-low market which, as it implies, caters either to the rich or to the poor. In turn, Canadian consumers on a budget are turning to discount big box retailers or spending beyond their means and racking up dept to keep up with the Jonses.
[Read more via CBC]

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