AutoWeek: Automakers use 'gotta-see' Web tricks, low-key events for 'viral' marketing

Uh oh. Automakers have gotten the viral bug. Viral marketing, meet Detroit creative sensibilities. AutoWeek covered the now widespread phenomemon of carmakers trying to get free exposure by deliberately leaking out sometimes controversial spots, parodies and mockumentaries. It's becoming institutionalized, with agencies like Ground Zero producing planned efforts for clients like Toyota. But as soon as an agency develops a creative brief for a viral campaign, the whole effort gets thrown into a decidedly non-spontaneous tilt, which can be dangerous to viral efforts that count on a certain subversive charge to power its spread.

Other recent viral campaign coverage:
- BK Spreads Viral Chicken
- Wired: BK's Chicken Effort a Porn Takeoff
- Ford Keeps Sportka Controversy Alive
- Ford Uses Movie Spoof to Promote Sportka
- Ford’s ‘Unapproved’ Ad to Backfire
- Amazing Honda Ad
- Honda Cog Ad Parody