After an inflection in March 2014, e-cigarettes have taken over. The exponential growth has triggered an ‘arms race’ as companies try to gain market share and brand recognition in the new market. Companies are using data and influencer marketing to capture a young demographic of consumers, who they hope will become addicted life long customers.
Check out @pledgeworld which seems to be an innocuous site, encouraging users to use #OWNIT to presumably show how they are owning it. Click through the link and you’ll see that you are redirected to a site for the e-cig company Blu, wtf?