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.
As...