The Subtitles Hijack

There is a large (illegal) market outside of the US for downloading American TV series. Since many of the people downloading these shows don’t speak English they also download an .srt file to provide translated subtitles of the show. Y&R Peru hijacked the subtitle files by uploading their own, imperfectly translated version of the transcript. The moment the user catches on that this out of context random line is incorrect is when they remind you to go to Británico English Institut.

Why I’m Curious: There’s nothing like a barely legal (and free) media placement that’s served to the right audience at the right time. Sure, consumers may well get annoyed for this disruption, but they’ll also know where to go to learn English.

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