Hawkins paces out just one square foot of foreshore and picks up Victorian plate, modern glass, oyster shell, medieval roof tile, granite ballast from merchant ships and clay pipe stems.
But a little scratching on the gold-plate of this ideal reveals it for what it is: a modern targeting technique, albeit a big step up from zip-codes, but certainly neither an answer to what consumers expect of brands in the digital space nor a guarantee of increased attention or ad contagion of the desired viral variety.