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  • August 2012
  • Teaching Note

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira
The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay, Toyota, etc.). Mekanism has grown tremendously from 2007 to 2010 in... View Details
Keywords: Viral Marketing; Viral Ads; Virality; Mekanism; Advertising Agency; Social Media; Influencer; Storytelling; Advertising Content; Advertising; Advertising Industry; North and Central America
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  • 01 Feb 2012
  • News

Viral Advertising via Ad Symbiosis: Self-Interested Sharing

  • 11 Apr 2012
  • News

The New Science of Viral Ads

  • April 2012 (Revised April 2013)
  • Case

Mekanism: Engineering Viral Marketing

By: Thales S. Teixeira and Alison Caverly
Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the... View Details
Keywords: Viral Marketing; Viral Advertising; Core Competencies; Growth Strategy; Online Media; Videos; Advertising Media; Internet and the Web; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America
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  • 13 Dec 2012
  • News

Viral ads grab more Internet eyeballs

  • March 2012
  • Article

The New Science of Viral Ads

By: Thales Teixeira
It's the holy grail of digital marketing: the viral ad, a pitch that large numbers of viewers decide to share with family and friends. Several techniques derived from new technology can help advertisers attain this. In our research, two colleagues and I use... View Details
Keywords: Digital Marketing; Information Technology; Research; System; Marketing; Emotions; Television Entertainment
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  • 15 Feb 2012
  • News

Why Some Ads Go Viral and Others Don't

  • June 2013
  • Article

How to Profit from 'Lean Advertising'

By: Thales S. Teixeira
This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which... View Details
Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry
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  • 17 Jun 2013
  • Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

expenditures. Advertisers can get the most bang for the buck if they post their videos on YouTube and then motivate consumers to disseminate the ads for them, via email or social media. Getting an ad to go... View Details
Keywords: by Carmen Nobel; Advertising
  • 17 Jun 2013
  • News

Advertising Symbiosis: The Key to Viral Videos

  • 22 Jul 2024
  • News

Viral Marketing’s Early Muse

managers and ‘creators’ now do professionally and at scale what Dave did as an amateur. Campaigns for major brands recruit influencers with followers on social media, often getting better results than from traditional ad campaigns.” "I... View Details
  • 24 May 2013
  • News

Advertising Symbiosis: The Key to Viral Videos

  • 24 May 2013
  • Video

Advertising Symbiosis: The Key to Viral Videos

  • 31 Jan 2013
  • News

Can Super Bowl ads still infect the Internet?

  • 29 Jan 2013
  • Research & Ideas

Creating the Perfect Super Bowl Ad

convert consumer interest to purchases it might be time to reduce the volume on talking babies and dancing monkeys and up the attention on brand. Teixeira is now talking with companies that are trying to connect television ad campaigns... View Details
Keywords: by Kim Girard; Advertising; Media & Broadcasting
  • 25 Nov 2013
  • News

Does successful viral marketing lead to a successful product?

  • 28 Sep 2021
  • News

TikTok Wants More Ad Dollars, and It Has a New Plan to Get Them

  • 2015
  • Other Teaching and Training Material

Marketing Reading: Digital Marketing

By: Sunil Gupta and Joseph Davin
Digital technology has changed how consumers search for information, interact with each other, and buy products. The popularization of these technologies has made it possible for companies to have a better understanding of their customers' decision journey and... View Details
Keywords: Advertising; Buzz Marketing; Internet Marketing; Marketing; Marketing Management; Social Media; Social Networks; Viral Marketing; Word-of-mouth Marketing; Digital; Internet; Marketing Channels; Marketing Reference Programs; Online Advertising; Advertising Industry
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  • 07 Jul 2014
  • News

Buzzfeed Is Officially A Case Study In Media Industry Disruption

  • 02 Feb 2023
  • Research & Ideas

Why We Still Need Twitter: How Social Media Holds Companies Accountable

could be used for good?’” One particular news story in 2017 caught their interest: After United Airlines forcibly removed a passenger from an overbooked plane to make room for crew members, videos passengers took of the man getting dragged down the airplane’s aisle... View Details
Keywords: by Kasandra Brabaw; Technology