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Viral Marketing—Is That A Good Thing?

Jason Lee Miller
Staff Writer
Published: 2005-05-20

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Anheuser-Busch announced Thursday that it would be expanding its advertising efforts to include "viral marketing," enlisting the aid of JibJab phenom brothers Gregg and Evan Spiridellis.

The Spiridellis brothers created the JibJab Media Inc. animated spoof "This Land," a hard-hitting comedy romp aimed at George W. Bush's cowboy-style intelligence and John Kerry's waffling masculinity. The cartoon was a smash success and spread like a virus from viewer to viewer, the popularity of which made the Today Show.

Enter the latest form of online marketing-the viral type. Viral marketing is creating an ad on a website that is so entertaining, that net surfers will pass it around to each other willingly. If the branding is successful, then the cost of the medium goes down tremendously.

"If you already have your Web site up and running, the media is free,"says Bob Lachky, Anheuser-Busch brand management vice president.

Anheuser-Busch has recently reported a drop in earnings speculated to be because of the rising popularity of cocktail drinks and of rival Miller. JibJab was signed in an effort to beef up creative advertising methods to appeal to a younger audience.

"One of the benefits of the Internet is that we can be slightly more irreverent than we can on television," Greg Spiridellis said.

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About the Author:
Jason L. Miller is a staff writer for WebProNews covering technology and business.

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