Skadaddle Riffs 01: Itsubishi

The reason that truly successful viral media works is because, at its root, it’s authentic. An audience reacts to it with that, “wow, I can completely relate to this and I know 10 others who will as well” enthusiasm and passes on the media. When we were pitched to promote a Mother’s Day promotion for a car company (rhymes with “Itsubishi”)…well, let’s just say the thing felt less than authentic. Sending out a bunch of emails to bloggers, podcasters and others does not make for a new media campaign.