Viral marketing is tantalizing. The promise of vast coverage with minimal cost is alluring. The problem is bad news travels faster than good. Creating campaigns designed to become the next trending topic on Twitter is risky behavior. When attempts to manipulate the marketplace are discovered, the negative response irreparably damages the brand.
As the Internet gained popularity in the ’90s, Publishers Clearing House recognized this new medium was suited for our business model. While making the transition, we were mindful of the steps necessary to maintain PCH’s brand integrity. What follows are five tips we observed when creating the Publishers Clearing House Online Network.