How do you launch a new high speed Internet access service? Stage a live lamb birth on the Internet of course. It's not logic as we know it, but it worked for Seattle's Wham Communications, which was given the last-minute task of launching MediaOne Express' high-speed cable Internet access service at the recent Big Fresno Fair in California. The concept, according to one Wham executive, was to appeal to the ranchers in the area. 'We had to take into account the interests of the residents of the San Joaquin Valley,' said a Wham PR exec. Ah yes, taking advantage of that San Joaquin penchant for sheep, very smart. But who would want to tune into a live birth? Well, Howard Stern did, and ZDTV, CNET, USA Today Online, Yahoo and AP all covered the event too. Add lamb births to that list of great PR tools.
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