Word: virality
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These days, viral marketing seems like a smart strategy. "This is exactly where Pepsi needs to be," says Sophie Ann Terrisse, founder and CEO of STC Associates, a brand-consulting firm. "These days, brands need to become a movement instead of just relying on good reviews for their Super Bowl commercials." But why not hit customers from both the top down and the bottom up? Pepsi executives are quick to point out that there will be traditional television advertising for Pepsi Refresh, just not during the Super Bowl. If you're going to launch a charitable initiative that can build...
...this for an unsettling statistic: up to 1 in 50 Americans are living with chronic viral hepatitis, but most of them don't know it. A new report released by the Institute of Medicine in January describes hepatitis as a "major public-health problem" in the U.S. and calls for greater funding for prevention and treatment, increased vaccination, and a public awareness campaign to curb the threat of hepatitis B and C. "It's long overdue," says Dr. Douglas Dieterich, a professor in the Division of Liver Diseases at the Mount Sinai School of Medicine. "This is really a huge...
...band's website, explaining the difficulty. It's a symptom of a struggling music industry, Kulash wrote: like many record companies, the band's label, Capitol, feels obliged to keep tight rein on its artists' music videos as one of their few remaining revenue streams. His letter soon went viral, as a clearheaded explanation of the problems the music industry faces. Kulash sat down with TIME to talk about OK Go's videos, the backlash and what the band is doing next. (Watch TIME's video "The Top 10 Viral Videos...
...Tanox was worried about resistance. No matter how promising ARV drugs were, HIV inevitably found a way to evade them. So while the agent seemed to reduce the burden of virus in the blood up to 90% in patients with full-blown AIDS, no one knew how long the viral standoff would last. The company's leaders wanted Ho's opinion on whether the agent was worth developing further...
...computers are racist" video went viral, with almost 2 million views, and HP, naturally, was quick to respond. "Everything we do is focused on ensuring that we provide a high-quality experience for all our customers, who are ethnically diverse and live and work around the world," HP's lead social-media strategist Tony Welch wrote on a company blog within a week of the video's posting. "We are working with our partners to learn more." The post linked to instructions on adjusting the camera settings, something both Consumer Reports and Laptop Magazine tested successfully in Web videos they...