Why are they doing this? Well, perhaps their brand has been stuck in a rut (it certainly didn't have great resonance with me - I classed it in the same league a Brut!) and it needed something to invigorate it and get people talking about it in a positive way. Well they certainly achieved that! Here is a great article which talks about what they did and also gives some good social media lessons as well.

http://technmarketing.com/iphone/8-social-media-treasures-we-learned-from-old...

Credits:
Thanks to @TweetSmarter to bringing this to my attention.
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Google Alerts is one method for doing just that and I came across this gem earlier which is all about setting up "Google Alerts" for your company.

Take a look at this great article on how to set up Google Alerts in 5 min flat.

http://bit.ly/aHvGEM

Credits:
Thanks to @MackCollier for putting this together and to @thebrandbuilder for putting it on my radar.

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