Durex has a campaign to promote its new line of condoms that involves women sending mobile “brownie points” to their lovers – if they were good enough. “Given that this is all about participation on both sides, there are ads aimed both at making him less confident and her more demanding.” Well, Brownie points can be sent for anything, so it might be an interesting way to let someone know they did something right…Also, the phone number is given on the web page, so people don’t have to opt-in to receive the message.
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