Viral advertising spreads via marketing

I came across this interesting article from Usatoday about how 'Viral' advertising spreads through marketing plans. It's a nice read with some case studies of big brands "All viral means ... is that you've created a message that people want to share. It's proof that your message is resonating," says Gregg Spiridellis, who co-founded animation and design studio JibJab with his brother. "If people want to pass it along, that's what brand marketing is all about." "Advertisers are not nearly in control of their brand message as they think they are," says Klein. "When you are out there living in that world, they are not always going to say nice things about you. You can't get too uptight about how you manage the conversation." .... read the full article