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l M Promotion Wrap-up with (26\" by Rihanno Instructions: Read the article excerpt and answer the questions on the reverse. Adopted'om: For Rihanna's perfume, a video meant for matching Andrew Adam Newman, The New York Times Published February 9, 2011 To introduce a new perfume named for the singer Rihanna, mFragrances is focusing its marketing efforts primarily on an online video to be introduced by Friday. The new scent, 35:13:], Fleur by Rihanna, is, as its name suggests, meant to evoke both the rebellious and owery sides of the singer, and a video featuring her that is the centerpiece of an online campaign also depicts that duality. The video by Droga5, a Manhattan agency, is expected to be uploaded to rihannarebleur.com and on video-sharing Web sites like YouTube and Vimeo. The goal, naturally, is for the video to go viral, and Droga5 is projecting that it will be viewed more than 20 million times. What makes that more realistic than it may sound is the staggering popularity of Rihanna, who has about 24 million followers on Facebook and more than 3.2 million on Twitter. The singer will direct fans to the video through both of those social networks. For Early; the campaign invests an unprecedented amount of resources into an online campaign. But it also relies on more traditional advertising. meur billboards are scheduled for monthlong runs on Sunset Boulevard in Los Angeles and in Times Square. Rather than introducing scents as it often does, magazine advertising will bring up the rear, appearing in Lucky, luicy, and People Style Watch. For three months, the perfume also will be advertised in 363 movie theaters using an edited version of the online video; as moviegoers exit the theaters representatives from the brand will hand them scented cards. The brand expects to hand out about seven million of the cards, offering them not to everyone but rather to the target demographic for Weur: women 18 to 24-. In all, the campaign is expected to cost $4- million to $5 million. It represents "the biggest launch we've had for some time\" for Early; said Mr. Bunches, the founder of the company. 1. Is W Fleur an example of co-branding or co-marketing? Why