In his 2000 bestseller, “The Tipping Point,” author Malcolm Gladwell describes the consumer phenomenon wherein a few cutting-edge influencers are responsible for setting off a mainstream frenzy for a product. Now, in order to launch its new social networking site, Flip.com, Conde Nast is attempting to invoke this principle. Flip.com has been created and is being marketed under the guidance of ultra-hip advertising firm Mother NY, a tight-knit firm famously comprised of all creatives, no suits. Mother NY’s plan is this: identify 5,000 “key influencing” and “opinion-forming” teenage girls all across the United States and send them a delightful freebie.
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