Paul Steinbrueck, CEO of OurChurch.com, was pretty jazzed about his
Paul set a goal of raising $50,000 for missionary friends of his who were to set out for Africa to build the orphanage – and what a sad state for a large cluster of children, to find themselves alone in the world as AIDS ravaged their parents.
But maybe that was a little heavy, Paul wonders. Maybe we've grown used to sad video footage of the starving and destitute. Maybe Internet users (when surfing, not necessarily in everyday life) are still too self-serving and utilitarian, looking to fill their own needs online.
Maybe Bono was too busy with his own AIDS in Africa campaign (Paul did try to contact Bono's
Sorry we missed you, Paul. The Web is an easy place to get yourself lost in.
Steinbrueck's strategy is easy enough to find on
Even that WPW post had viral elements, posing humorous analogies beginning with "Viral marketing is like…," and fill in your favorite. My favorite was "Viral marketing is like Sanjaya's hair. Sometimes things are popular because they stand out not because they’re good."
Indeed they are. The forum presented their theories with little real consensus other than sometimes viral just doesn't work.
So let's conclude this case study with an invitation to our readers to drop into the
Maybe a robust discussion of Paul's campaign and what went wrong will be a great learning opportunity.
When Viral Doesn't Work
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