Kevin Newcomb ClickZ, August 20 2004

A look at the consequences of using a mobile virus gimmick to promote the release of the ‘Resident Evil’ video game, with comments from the VBMA’s Justin Kirby about how brands need to tread carefully when trying to cut through the clutter …

A lot of these products live and die based on how their brands cut through, so more and more innovative tactics are being applied,
Kirby said, but he added companies should tread carefully when spoofing something serious like a virus. Brands need to make a decision about the reward is worth the risk

(more…)