B.L. Ochman had an excellent \write up on why doing a Viral Campaign Right Ain’t Cheap, or Easy; her case in point - The Bazooka Joe Video Contest which needed an offline component that was  missing from the online viral campaign.

B.L. Ochman knows a lot about viral marketing, having set up the Stormhoek Wine viral campaign and a number of others.

The reason I bring it up - it’s easy to fall into believing that digital media and online viral marketing, being so powerful, and measurable, can solve all marketing problems when it can’t.    As B.L. Ochman points out, you need many offline channels as well as the online viral marketing - all working together.  In fact, the purpose, in many cases, of viral marketing is to promote offline meetings, in the 3D world.