MarketingSherpa’s boasting a case study on how to get famous with viral marketing in one year (available free for a limited time). The subject of the case study isn’t the type of company I think of when I think “viral marketing success”—Arbor Networks is an enterprise security software company. But they made a goal for 2006 to be their “Big Year of Fame,” and created a comprehensive viral marketing strategy to accomplish their goal.
They set three ground rules for the campaign:
#1. Don’t blow your budget on a single campaign
#2. Don’t rely entirely on one single media
#3. Look different from the rest of the pack
To comply with Rule #1, Arbor diversified their campaign to attack in various forms, including podcasting, blogging, and an online game, while still maintaining the output of their popular white papers.