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BizReport : Viral Marketing : September 14, 2006

Is Viral Marketing A Cure?

Marketers are combining traditional word-of-mouth promotions with the internet, where viral marketing turns a social network into a digital grapevine. In this way news of experiences relating to a brand spreads quickly through the digital world.

by Patricia Bates

A recent successful use of digital viral marketing strategy was the promotion campaign for the feature film “Pirates of the Caribbean: Dead Man’s Chest”. Print, radio and web ads invited consumers to go to a Volvo dealer to get the codes that would allow them to get clues online to find the prize: a hidden XC90. The game was difficult enough to ensure participation of a whole family.

Andrew DiFiore Jr., founder of answerYES Consulting, a Stamford based web design and online marketing consulting firm, says that viral marketing often refers to the internet simply because it lends itself to spreading messages through social networks such as email, but it’s much more than that. It creates brand advocacy, where people create a positive user experience for the brand.

Tags: multimedia campaign, social networks, viral marketing, word-of-mouth

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