Andy’s Answers: How USA TODAY used Twitter to make charity cooler than Justin Bieber: "A lot of brands launch charity campaigns through social channels, but few generate the success that USA TODAY did with their #AmericaWants project that gave a full-page ad to a charity chosen by fans.
In just four days, USA TODAY generated 60,000 tweets in support of more than 500 charities and became a trending topic at three different times — even knocking the ever-present Justin Bieber out of the trending list at one point."
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