What is a "viral marketing" campaign and how do you set one up?
o Digital version of word-of-mouth
o Videos, ads and other content that is so infectious that customers will seek it out or pass it along
o Engaging, inexpensive since people pass it along
o Google's "Friend's Furever" featuring unlikely animal pairings to celebrate diversity "be together, not the same"
o AIDA: attention, interest, decision, action