Hard as it may be to believe, social-media marketing four years ago was in such a state of infancy that brands could be flummoxed rather than overjoyed when a couple of guys combined their products to create a viral-video sensation. Such was the case when Eepybird, a group formed by two guys from New England, started dropping Mentos candies into 2-liter bottles of Diet Coke and posting videos of the explosive results on YouTube.
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