Calif. milk board pushes viral rock opera

10/30/2009 |

Viral marketing has come of age with social media, which lets it spread like "a true virus," writes Curtis Silver. He cites the California Milk Processor Board's recent rock opera -- created at fans' behest -- as an example of viral social media. "We've seen that people will happily pass along your marketing as long as: 1) the content is entertaining and 2) the message is genuine," says the head of the board.

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