viral marketing

A number of child protection and privacy groups have asked the Federal Trade Commission (FTC) to launch an inquiry into viral campaigns that are centered on children through online networks.

The main cause for complaint involves what is known as "tell a friend" or "refer a friend" campaigns. The Center for Digital Democracy (CDD) and 16 other advocacy groups named McDonald's, Viacom, Turner Broadcasting -- known for its Cartoon Network channel -- General Mills and Subway in five separate complaints with the FTC.

At the center is the contention that these major corporations have violated … Read more

As it did with millions of other fans around the world, "The Hunger Games" trilogy completely captured my imagination. I picked up the books about a year ago and read all three in less than two weeks. And I don't even read very fast!

Of course, as soon as I caught word that Hollywood was turning the franchise into feature films, I had to hop online to do my research. I lapped up every bit of casting news and waited with bated breath to catch my first glimpse of the trailer. And when the trailer arrived, I … Read more

As we're inundated with hero shots of the iPad every day, on every billboard and the back of every magazine cover, it appears to be a good time to rethink the relationship between advertising and product, between marketing and innovation. It's not that Apple doesn't spend any money on advertising--no, it was pouring a whopping $500 million into its launch campaign for the iPad. But what is different is that Apple's marketing doesn't have to be clever or utterly creative. In fact, it is stunningly not so. No major social media campaign needed to be sparked, no user-generated content contest needed to be held. And while the ongoing tongue-in-cheek anti-Microsoft ads are undeniably cute, they are not really an advertising revelation. Gone are the days of the bold "1984" campaigns. Today, Apple earns enough attention to forgo any ostentatious marketing, in fact, so much that a cleverly orchestrated campaign would distract from the brand rather than boosting it. The company simply displays its products--that's all it takes. Apple's products are viral without any viral marketing.… Read more

The major record labels continue to prove that they absolutely have no idea how the Internet works or how to capitalize on it.

This week's story involves the rock band OK Go. Four years ago, the band shot some quirky homemade videos and posted them on YouTube. Users saw the videos and embedded them on their own Web pages. OK Go was able to cut through the noise created by thousands of album releases every year and become well-known in certain circles, if not exactly world famous.

Now, the band is promoting its new album, "Of The Blue … Read more

After participating in a Digital Brand Think Tank in Munich a couple of weeks ago (a lively discussion with 20 marketing executives from Audi, BMW, Google, Continental, and other top-tier brands), I must admit that I’m a bit tired of having to evangelize (or even justify) the value of brands using social media. It is astonishing to me that companies still ask for evidence when the tweet is on the wall. The event showed that there is a new Digital Divide that cuts straight through the ranks of the marketing industry--some executives get the Social Web, some don’t. … Read more

Is there a "Twitter Effect," by which the rapid spread of information through the microblogging service can crush a Web site with traffic? As I see it, the answer is yes, but it's not as simple as it might appear at first blush.

First, the background: Mashable CEO Pete Cashmore, whose Twitter postings more than 52,000 people follow, concluded his February 2 tweet mentioning that a blog post on "how to use Twitter to find your next job" took that site down with an inundation of traffic. He suggested calling the phenomenon the Mashable Effect. … Read more

This was originally posted at ZDNet's Between the Lines.

We may be about to see the latest frontier of viral marketing--fake students starting groups for the incoming class of 2013 in the name of data collection.

Brad Ward, a recruitment specialist at Butler University, outlined the details on his blog. He became suspicious after talking to a colleague at Winthrop University. Here are the common links:

Class of 2013 groups are being started at a bunch of universities. The people that start the groups aren't registered at those schools. Those same names--Patrick Kelly, Justin Gaither, James Gaither among … Read more

Titled "Why every guy should buy their girlfriend a Wii Fit," the YouTube clip shows 25-year-old Lauren Bernat hula hooping in time with the fitness video game in her T-shirt and underwear. The video has been viewed more than 2.4 million times and was suspected to be a viral marketing ploy for Nintendo's Wii Fit.

The speculation emerged after learning that both Lauren Bernat and Giovanny Gutierrez, who filmed the footage, work in advertising. Gutierrez works as the director of Interactive Media for Tinsley Advertising in Miami, Florida. Bernat works as an account executive at the … Read more

CNN is now printing one-off American Apparel headline T-shirts. The new feature (in beta) allows you to order them from the CNN web site -- with the headline, time-stamp, and CNN logo on it.

Pretty cool. CNN gets it. Their T-shirt campaign exhibits all the key ingredients of contemporary marketing genius.

Instant: Merchandising in real-time, tangibly tied with world news.

Artificially scarce: The headlines are only available to be printed while the headline is in the current news section.

Customizable/hackable: The T-shirts are customizable. You can put your own headline on them simply by changing the text in the … Read more