Word: virality
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...hours before gametime, Harvard coach Tim Murphy learned that senior safety Ricky Williamson, who had spent Friday night in the hospital with viral meningitis, would also be unavailable for action, opening the door for Tully and some other untested younger players...
...Saturday morning, Murphy learned that senior safety Ricky Williamson had been hospitalized Friday night for viral meningitis...
...most fertile ground is the Internet, but viral advertising has barely made a dent in it, Bogusky says. Last month his firm launched another innovative online spot for Burger King: "Angus Interventions" by Dr. Angus of the Angus diet, mascot for the chain's Angus Steak Burgers and a clear spoof on the late diet guru Dr. Robert Atkins. In an effort to convince people that burgers are still hip in a calorie- and carbohydrate-obsessed age, the site, angusdiet.com lets visitors send personalized advice from Dr. Angus, seated at his desk, telling others to loosen up, make lifestyle changes...
...future, Bogusky predicts, viral ads will offer even more participation. "The more stuff people can do themselves with these ads, the better," he says. "It's more fun, but they also feel like they own it. They feel more empowered as consumers." Pete Blackshaw, a founder of the Word of Mouth Marketing Association, predicts that viral ads will increasingly harness technology like camera phones. Since "moblogs," or group photo blogs, get tens of thousands of camera-phone images a day, viral marketers are gearing up to let customers chime in visually as well as verbally about their love...
...their disappointment. Viral marketing could easily morph into a customer-complaint channel. Advertisers who go viral, Bogusky concedes, "will just have to be brave enough to realize that they can't have it all under their control anymore. Those days are over." --By Tim Padgett