Change: more in its originality and the creativeness of the event, rather than in the budget”, says Delphine Manceau, professor at ESCP-EAP in Paris.--- GO TO PART 3   View changes from previous version. (Word count: 2974)

Change: Chart 5 - The « Peer to Peer » relation b) People seek to remain on the cutting edge.Our consumerist societies have always valued people in the know, people who have a sixth sense   View changes from previous version. (Word count: 2970)

Change: months .months.2. The mechanisms at workNumerous campaigns like for Volkswagen’s New Beetle, Budweiser’s ‘Whassup’ campaign, the “Friends” TV series, and the Blair Witch Project were all surprising by the scope and intensity of their success in spite of their initial low profile approach and sometimes tight budgets.   View changes from previous version. (Word count: 3007)

Change: Brands have hence had the idea to appeal to this kind of behaviour, and some products have been born again, thanks to this method. The   View changes from previous version. (Word count: 3007)