UKNM: Re: Viral Marketing - Is This Legal?

[Charles Linn]

I thought that this was quite clever as it forced people to behave in a

viral way, which I guess is fine as long as the pize is very attractive.

Didn't notice all the caveats in small print.  It would be good to see how

successful this campaign is - anyone from virgin wines on the list, and also

how many complaints have been received (which I guess is unlikely).


The debate around this campaign is a bit like that around buying email lists

though - sounds great to lots of marketing people to get hold of a targeted

list for mailing to, but in practise, unless people have asked for contact,

then it's spam - very annoying and totally counter-productive.


Ultimately I guess there is no substitue for relying on a great offer or

humour to make a viral campaign work.  Seems a bit unreasonable though to

make people you've invited register themselves, why not just use a

persistent cookie and give them a URL to click-on.  Shame really because I

think a holiday for four on Necker Island is enough to get people wanting to

participate anyway without forcing the issue.


Chas



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