In October we premiered Method Man’s lyrical tribute to Sour Patch Kids, the ‘World Gone Sour’ rap video, which spurred hip-hop enthusiasts to hype us across social networks. We released behind-the-scenes clips of Method Man on-set to sustain momentum. The video travelled so far and fast that 25 per cent of our initial launch day views hailed from major rap sites in Russia. Meanwhile, Facebook and Twitter shout outs helped make ‘World Gone Sour’ YouTube’s ‘Most Favourited’ video in October, garnering nearly 8,000 likes and well over a million views.
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