The Remington Arms Company, America's oldest gun maker, said it would use social media and talk-radio to help publicize its offer to replace the triggers in millions of allegedly defective rifles exposed in a 2010 CNBC documentary.
The company has hired a former Obama campaign manager to help get the word out. But Remington continued to deny the guns were defective.
The new plan, six months in the making, adds a Facebook campaign as well as 60-second advertisements on popular talk radio programs hosted by Rush Limbaugh and Sean Hannity.
Remington also said it had hired Jim Messina, former Deputy White House Chief of Staff and a campaign manager for Barack Obama's 2012 presidential campaign, to oversee the public awareness program.
"The Plan centers on a state-of-the-art, pre-tested social media campaign developed by an internationally recognized expert in the design and administration of political and commercial advertising campaigns," Remington and class action plaintiffs' attorneys said in a joint filing late Friday night.
The previous plan employed only print ads in national magazines and a direct mail campaign.