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7. How Many Ways Can You Destroy Your Printer? Going Viral with
   a YouTube Video Contest That Plays upon Customer Frustrations

        Expert Laser Services held a contest. They
                                                            received only a handful of entries, yet it pro-
                                                            pelled impressive sales in new business. The
                                                   Destroy Your Printer contest invited disgruntled busi-
                                                   nesspeople to create videos showing creative ways
                                                   to destroy their nonfunctioning printers, copiers,
                                                   or fax machines and blow off steam at the same
                                                   time. Using the company’s blog, website, Twitter,
                                                   Facebook, and LinkedIn, Expert Laser Services asked
                                                   companies in the New England area to submit a
                                                   short movie of employees destroying a piece of office
                                                   equipment.

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