Xerox is looking to develop a more casual image with a new viral push, a Second Life presence and blogs, according to Ad Age. Its recent marketing efforts are attempts to bring words like "fun" and "exciting" to its current reputation of quality and reliability.

Its first viral video, "Extreme Offices," launched last month in Europe. It features an office that is overly productive thanks to the boss's adding something extra to the watercooler. The video racked up a million views worldwide in less than three weeks.

Xerox agencies WPP Group's Y&R and sibling VML created the work.

Gary Peterson, analyst with market researcher Gap Intelligence, said the marketing changes go along with Xerox's strategy shift to reach the small- to medium-size business market. "Xerox is trying to humble itself a bit and put itself out in a more casual sense, saying, 'We're cool enough and small enough to handle your business,'" he said.