My interview with Andrew Kirckaldy about how AO’s clever and engaging social media strategy is helping to win white goods sales. In the article he talks about the need for creative content and sponsorship (ie. Tony The Fridge who runs a marathon with a fridge strapped to his back). http://www.telegraph.co.uk/sponsored/technology/4g-mobile/news/11150963/social-media-strategy-example-white-goods-market.html