flare
n.— «These ads are more what is called "flares"—with little-to-no presence on TV, but a big internet presence that the groups are trying to use to get free media attention.» —“In TV Ads, Third-Party Liberal Groups Attack McCain’s Health, Temperament” by Jake Tapper ABC News Sept. 26, 2008. (source: Double-Tongued Dictionary)
Further reading
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