SOCIAL MEDIA: The power of influencer marketing
John Smith, a 29-year-old junior sales manager, is bustling through Victoria underground on the morning of May 27 in his usual somnambulist-in-hyperdrive mode, when he is stopped dead in his tracks by the presence of a seven-foot, three-dimensional ball. Peering cautiously inside, he finds a seat facing a camera, Big Brother diary room style.
"Go on in," someone prompts him. "Tell us what you would do to make a difference in the world."
Later that day he finds his video on the 'Pass the ball' microsite, and he tweets it to his friends to rate.