“[E]veryone hates advertising, but everyone loves entertainment.” This is the basic sentiment fundamental to viral advertisement. The equations predicting virality may be scientifically sound, but was is the virtue in that? The tough part always has been creating the advertisement. After that it’s up to the viewer in the so-to-speak ‘advertising symbiosis.’
In 2003, before Facebook and Twitter and YouTube, before Keyboard Cat and Charlie Bit My Finger and Justin Bieber, before viral wasn’t much more than a medical term, start-up ad agency Mekanism was approached by now defunct music-sharing service Napster about creating an advertising campaign centered on its relaunch.
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