Tag consumer engagement

When does consumer engagement become SPAM?

My coworker, Alex, posted the following tweet today referencing our fried chicken taste-off planned for tomorrow:
Setting up the rules for fast food fried chicken taste-off in the office tomorrow.
To which, Popeyes Chicken chimed in with:
@alexcc I know the winner! I know it! Do we have to wait until tomorrow to announce? (sounds like bonafide?)
Note that [...]