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Digital dilemma as business recognises potential of social media 'conversations'

ADVERTISING agency 303 couldn’t keep up with coverage its Enjoy the Ride campaign attracted in social media in the days following its launch on behalf of the Office of Road Safety.

The counter-intuitive anti-speeding campaign that focused on the benefits of not speeding rather than its bloody consequences went viral and took on a life of its own online.

For the head of planning at 303 Derry Simpson the response was confirmation that, when a campaign hits the mark, the digital communities will drive the online exposure.

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