Whethere it was officially sanctioned or not, the Polo viral certainly seems to have got a lot of coverage.
In roughly chronological order:
New York Post - first off the blocks
The Guardian - first major UK paper to feature the story
Digital Bulletin - UK trade press
The Observer - moves the story on a bit
The Mirror - gets lots of the details wrong
Mediapost - puts it into a marketing context
Jerusalem Post - very in depth semiotic analysis
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