Google Tries Viral Campaign to Goose Interest in Chrome†

Pushes Its New Web Browser With 11 YouTube Videos After Low-Key Rollout

Advertising Age, April 29, 2009 — Why would Google take on Apple, Microsoft and Mozilla in the web-browser war and not try to win it? That question has been asked since Google ambled into the Safari-Explorer-Firefox derby last fall with its own entry called Chrome, but took a remarkably low-key approach to marketing it.

Trident Finds it Hard to Go Viral†

Campaign Based on Fake TV Show Fails to Catch On With the Web-Savvy

Wall Street Journal, February 12, 2009 — Some brands, like Dove soap and Levi's jeans, have created a lot of buzz with online videos so compelling that millions of people shared them with friends or posted them to their favorite Web sites. But so-called viral marketing is a tricky business, as is clear from the campaign for a new Trident gum touted for its ability to strengthen and rebuild teeth.

Viral Video Marketing

KenRadio, October 27, 2008 — The term viral video refers to video clip content that gains widespread popularity through the process of Internet sharing, typically through blogs and other media-sharing websites. Viral video marketing is no longer the new kid on the block. In light of the success of viral videos sponsored by big brand names like Levi's' "Backflip Into Jeans," Gatorade's "Ball Girl,” and Nike's “Kobe Jumps Over Car,” advertisers and agencies are evaluating the value of adding viral video to their online marketing mix. Faced with a tough economic climate, marketers are hurriedly seeking new methods to reach web audiences in the most cost-effective manner. Viral video - which is generally less expensive to produce and market than traditional advertising - is now... continue reading

Marketing to Millennials

Not all execs use methods they deem best

eMarketer, October 14, 2008 — Executives surveyed worldwide thought the best way to target millennials was with viral marketing, peer-to-peer recommendations and sponsorship of millennials' favorite programs, according to a survey conducted in May and June 2008 by the Economist Intelligence Unit and sponsored by Genesys.

But more than one-half of respondents said they had yet to come up with a strategy for targeting, attracting or retaining millennials; just under one-third said they had done so.