Viral marketing: making the right connection

Noah Brier

Noah Brier, a writer at Renegade Marketing Group, discusses what makes a successful online viral advertising campaign.

Viral Marketing: Making the Right Connection

Noah Brier

The advertising industry has caught an infectious bug. It's considered highly contagious and should not be ignored. It is being called viral marketing, and ever since Crispin Porter + Bogusky created the now-famous Subservient Chicken, all marketers worth their salt have promised to include a viral component as part of a client's next campaign. However, while the dream of viral marketing is a nice one, the reality of producing a viral element, one that effectively spreads through one-to-one exchanges, is often an unpleasant one.

That is not to say viral is dead,...

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