Is Viral the way?

Millward Brown points out an excellent section in his POV again. Viral advertising isn't for every brand. Excellent ending to his article. Although Virals can be a success. They can also be a failure if not executed and presented in the right manner.

Is Viral the Free Ride Your Brand Needs?

'For the right brand, viral advertising offers a powerful means to reach target consumers for little cost. But despite the growing interest among marketers, viral may not be the right strategy for every brand. Unless carefully thought through and executed, these "experiments" may do as much harm as good. Free exposure online will be valuable only when the execution fits brand objectives, resonates with the target audience and does not offend viewers outside the target group. If a viral campaign can't work within those parameters, an advertiser would be well advised to pass it up rather than pass it on.'

I recommend you read this article.