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Selling Cinderella on YouTube

Sure, it’s a jacket, not a glass slipper, and this time the one that got away is a guy, but “Heidi’s” Cinderella story is clocking up hits rapidly on YouTube:

It’s a romantic tale, of one girl looking for the guy whole stole her heart after a brief exchange in a cafe … he left his jacket behind, but stole her heart.  Now, using YouTube, she’s reaching out to try and find him.  As stories go, it’s got pretty much everything, but it’s just a little too cute.  Indeed, “Heidi” has already managed to cobble together a website to promote her quest and it’s a bit too professional; these photos are more about showing off Heidi and the jacket than about trying to genuinely connect with someone.  In the post-LonelgGirl15 era, people that tend to be too good to be true tend to raise an eyebrow, and The Daily Telegraph seems to have found the likely viral marketing engine under the hood of this tale:

The Sydney protagonist is 24-year-old Elizabeth Bay shop assistant Heidi, who is adamant the incident was absolutely real and says she is desperate to find her mystery man with the laptop. With the help of a graphic-designer friend, she recorded a video for YouTube titled: "Are you my man in the jacket?” Within four days, more than 60,000 people had watched the pretty blonde put her heart on the line and plead for the handsome stranger to come forward. … The problem with this story is that the label on the jacket is linked to a mainstream fashion house. And it’s a label that doesn’t exist. At least not yet. The Sunday Telegraph has learned that the Australian company is on the verge of launching its first menswear line. Heidi swears she is not involved in a guerrilla marketing campaign. "I just picked up the jacket,” she insisted.

Could a new line of jackets called Heidi but about to hit the market? 😛

Update: It’s been confirmed that this was indeed a viral marketing video.

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