5
T
.
COT
otter
S
arry P
d probably spend
EERMAN
t
M
ou’
’re charged with
orld of H
VIDAD
venue advertising techniques.
izarding W
uper Bowl TV ads, blimps, direct mail,
otter theme park.
ople.
adison A” M
arry P
-congratulatory press release replete with company
creative
orld of H
’s minds, interrupting them with TV spots, billboards
, who would beg the media to write about your attraction.
7
, and other “
izarding W
seven pe
.
’re the head of marketing at a theme park, and you
All by telling jus
you
’d also hire a big PR agency
’s not what Cindy Gordon, vice president of new media and marketing partnerships at
ell, the old rules of marketing suggest that you pull out your wallet. Y
:: How word-of-mouse spreads your ideas for free
Imagine
announcing a major new attraction. What would you do?
W
millions to buy your way into people
by the side of the highway
You
The traditional PR approach requires a self
muckety-mucks claiming that the new attraction will bring about world peace by bringing
families closer together
That
Universal Orlando Resort, did when she launched The W
Other large entertainment companies would have spent millions of dollars to interrupt
everyone in the country with old-rules approaches: S
and magazine ads. Instead, Gordon told just seven people about the new attraction.
And those seven people told tens of thousands.
Then mainstream media listened to those tens of thousands and wrote about the news in
their newspaper and magazine articles, in TV and radio reports, and in blog posts. Gordon
estimates that 350 million people around the world heard the news that Universal Orlando
Resort was creating The W
The New Rules of Viral Marketing
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