Company fights rumors by encouraging people to spread rumors

How’s this for untraditional? Yogurt-maker Danone was the victim of vicious online rumors that its yogurt was addictive, harmful to the stomach, and dangerous for children. The company countered the rumors with traditional PR — reaching out to bloggers, running TV ads, et cetera — but it also launched a website called , in which visitors can create their own rumors and send them to friends. “The site includes a sample rumor — Argentine woman wins a free …

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