Revolution: Hallmark unveils 'pass the parcel' anniversary viral game

Care to send
the very most

Pay TV firm The Hallmark Channel (yes, the Brits have to pay to see Judging Amy and Touched by an Angel, the poor souls) launched a viral campaign helped along by digital agency Skive. The channel's email database is getting a broadcast email that gives them a chance to win a thousand quid. The hope is that people will pass on the email, as they'll become eligible to win another thousand if one of their recipients turns out to be a winner.

This is the sort of campaign that, here in the U.S., is beginning to make everyone queasy about whether or not it falls afoul of potential interpretations of the Can-Spam Act, as Hallmark remains an agent of the sender with each subsequent pass-along. Some even feel that run-of-the-mill viral campaigns, merely personal emails forwarding interesting video content, may constitute a violation.