College students have always been an attractive target market to advertisers. Today, students are becoming part of the pitch as companies recruit advocates to buzz about their brands. In fall 2011 American Eagle clothing company sought volunteers to help students move into their dorms, rewarding the volunteers with free t-shirts that read "A.E. Move-in Crew." A New York Times article quoted a student saying, "When you know that the company is not just there to get your money, they're actually willing to help you as an individual, it makes you respect them more. I'm definitely going to give American Eagle a second thought when I go by next time" (Singer, 2011). Did the company cross an ethical line in rewarding students for befriending others? How does American Eagle's campus marketing exemplify the concepts learned in this chapter?