Marketing Company Claims ‘Alex From Target’ Was Their ‘Hoax’

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Breakr, a web-based marketing firm, has claimed credit for making the Target kid, Alex, an internet star. But, depending on who you choose to believe, that story is total bullshit.

Dil-Domine Jacobe Leonares, the self-described “Founder and CEO at Breakr” on LinkedIn has made quite the impressive claim: his company took a photo of an anonymous Target employee and turned the guy into a viral star just because they could. Breakr allegedly did it to show the power of a concentrated viral marketing push. If real, it just shows how sheep-like everyone on the internet is. Which, more than likely, is true anyhow. We interneters tend to fall for most things these days.

The first error in the marketing company’s claims came courtesy of what they called their fangirls — Twitter-using teens like Abbie (@auscalum), whom Breakr claims they used to promote the photo. Abbie, on the other hand, says she’s never heard of Breakr.

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Alex himself also went on Twitter to profess that he’s as innocent of this “marketing push” as anyone. He didn’t even know about the hoopla ‘til his store manager brought it to his attention.


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Leonares of course updated to explain that neither Alex nor Abbie are actually in Breakr’s employ — but that the marketing firm jumped on the trend by creating the hashtag #AlexfromTarget. Now Ellen is down in Texas, interviewing the boy who ruled the internet for a day. Maybe she’ll get the real story?

So is this Alex trend real or fake? Or does it even matter anymore? For the record, we’re calling Breakr as full of shit. Some people will do anything to feel like they matter. Even if only on the internet.


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