Getting the bug

Kirby, Justin
July 2004
Brand Strategy;Jul/Aug2004, Issue 184, p33
Trade Publication
Explains how online viral marketing can help those brands without a 'wow' factor by creating entertainment and provoking debate. Role of viral marketing in providing the missing link between the word-of-mouth approach and the top-down, advertainment approach to brand marketing; Example of using online viral marketing to deliver tangible brand benefits.


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