Say you're a phone manufacturer in pretty bad financial trouble, but you've just released a flagship which desperately needs promoting. What do you do – do you produce an expensive, risky marketing campaign, or do you simply get your community to do it for you on the cheap? Well if you're HTC, it's the latter, it seems: a recent post to HTC elevate, an official, invite-only community for HTC fans, calls on its members to defend the U11 in comment sections and on social media, in exchange for "swag".
Or in other words, astroturfing. From Wikipedia:
Astroturfing ...
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