Controversy Marketing - is italy finally catching up? (pt.1)

Another brilliant case of a Controversy Marketing...or just a succesfull result derived from a vulgar and gross strategy!

"You can ride me (install, as an Italian play on word) for free"

In the end, the controversy works as well as usual...maybe even better, since in addition to the usual free media coverage (blogs, forums, tv etc), even an Italian "Minister" (Carfagna) expressed her disappointment - and so the (almost unknown) brand names keeps getting echo and media exposure