In today's Boston Globe (1/27/2008), Joanna Weiss wrote a fun article in the "Ideas" section about how Wham-O toys understood and used the power of viral marketing long before it was called viral marketing. The company that brought America the Hula Hoop, the Superball, and the Frisbee (originally called the Plato Platter, by the way) regularly used a process they called "seeding the market" to create the buzz that drove sales. Their techniques included the tried-and-true like demonstrations at county fairs, and getting newspapers to cover hula hoop contests. They understood that "seeding" local neighborhoods with FREE toys will get you noticed in a hurry. Every Wham-O executive who took a plane was required to carry a Hula Hoop on board. If you were on that plane you'd ask about it, wouldn't you?
Now we have agencies making big bucks focusing solely on viral marketing. It's the subject of books and studies. I personally know two Buzz Agents. The viral strategy can even lead to big trouble with Homeland Security, if you recall the two guys who got nailed for putting those LED signs on bridges in Boston to promote Aqua Teen Hunger Force. But forward-thinking businesses and entrpreneurs have long been using viral marketing or "seeding" techniques, or whatever it was called back in the day. I can think of a lot of cliches that apply, but like the Hula Hoop, what goes around, comes around.
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