Some may debate the origin of viral marketing, but Seth Godin explores the concept in detail in his book “Unleashing the Idea Virus.” The point of viral marketing is to create something so unusual and appealing that it spreads like a virus as people tell others.

Mastercard has harnessed this with a series of television commercials and online vignettes starring Indianapolis Colts quarterback, Peyton Manning. Online, one can enter his own name and a name of a friend, and it will create a customized vignette that is quite entertaining. The user is then able to share the vignette with a friend via e-mail. Surely you can see how this propagates like a Calgon commercial as someone tells two friends, and they tell two friends, and so on, and so on.

This is also an excellent example of celebrity endorsement, as Peyton Manning is essentially the face of the NFL these days, even if he isn’t the reigning champ.

Who knows if this really ends up creating any concrete results, but it does help grow mindshare and spread brand awareness and familiarity.

Brent Allan is a branding and marketing expert who specializes in unconventional methods. He has over a decade of experience in marketing and branding, and holds a Bachelor’s Degree in Marketing. He is the editor for BizWarrior Online and Beneath the Brand Blogs. When he isn’t pontificating about business, he juggles, does magic, and eats fire. What a dork.

Article Tags: Brent Allan | ideavirus | MasterCard | Peyton Manning | Viral Marketing
Filed under: Celebrity Marketing, Viral Marketing