After Weight Watchers’ social media team discovered the comedian Ana Gasteyer’s Twitter messages about the program, the company asked her to appear in a campaign.
Source: http://www.nytimes.com/2013/03/28/business/media/weight-watchers-online-teams-up-with-ana-gasteyer.html?partner=rss&emc=rss
example here as example as an example explained here
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