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Mainstream companies turn viral
More and more international companies are turning to the world of viral marketing to spread their message.
Previously email marketing was seen as the domain of small companies with small budgets, but now larger businesses are seeing the benefits.
Very often the smaller the campaign budget, the more popular it becomes with the online community as it the simplest ideas that are most affective.
A recent online campaign for Brazilian superglue consisted only of a computer monitor glued to a wall.
Microsoft has used viral marketing to promote its new game Halo 2.
A website was established about beekeeping but it looked like it had been hacked into and included a countdown to the game's release.
Although, the company set up the site they refused to comment on it, fuelling speculation among fans on message boards.
"It's a high-risk, high-reward venture," said Chris Di Cesare, Microsoft's director of global games marketing.
The BBC also used similar techniques to promote the recent series of Doctor Who.
Websites were set up giving information based around the series leaving fans to discuss the clues to the identity of the Doctor's hidden nemesis.
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