Examples of Effective Viral Campaigns

IncrediMail, designers of e-mail software, worked with MGM to create an online viral buzz for the release of the new Rocky movie by giving away various "Rocky Balboa"-themed skins for toolbars, e-mail backgrounds, wallpapers, and screensavers.

The viral marketing firm Fanscape was contracted to promote Clear Channel's new music web site New! to unsigned bands to encourage them to upload their music to the site. The incentive was the opportunity for the band to expand its fan base through the site and increase its chance of being noticed by radio station program directors, because the music was to be made available publicly for streaming. The "most played" songs are prominently featured. Fanscape "reached out to unsigned bands by targeting them on MySpace, Facebook, Garage Band, etc. to personally invite them to check out New! and submit their music to the site, and to possibly be heard by radio program directors throughout the country" (www.womma. com). Fanscape generated more than 1,500 music submissions in two weeks.

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