Just read Ted Darling's posts from the Tour de France. He's the Subaru-backed sweepstakes winner (on the left in the photo, with event blogger Ian Jackson) I talked to last week. It's a nice account of the riding. But I don't see exactly how Subaru benefits from it. (Maybe it's from posts like this.) You branding and PR bloggers out there, is this a soft-sell model more marketers will be following?
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