IAB Innovators: How Listerine and Virgin Mobile planted viral programs

A conference report focusing on how two brands, Listerine and Virgin Mobile, are creating digital content that is specifically designed to "go viral" and be shared among online social networks.

IAB Innovators: How Listerine and Virgin Mobile planted viral programs

Geoffrey PrecourtWarc

Two presentations at the Interactive Advertising Bureau's third-annual Innovation Days conference, held in New York in May 2012, showcaseded two very different brands – Listerine mouthwash and Virgin Mobile – who are developing digital content designed to be shared across online networks.

Listerine and CollegeHumor

Though Kim Kadlec, Global Marketing Chief for Johnson & Johnson (J&J), had long left the stage following her Innovation Days presentation, Listerine, one of J&J's brands, was an integral part of a show-and-tell demonstration by Paul Greenberg, CEO of CollegeHumor Media.

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