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Movie Studio Uses Viral E-mail Benefiting Charity to Promote New Video
November 6, 2000 - According to Direct's Newsline, Warner Bros. has launched an e-mail campaign to promote the video release of The Perfect Storm. It's a viral marketing campaign that offers to donate five cents to the American Red Cross for each message sent. The release is set for November 14 and the donation amount is capped at $50,000, the equivalent of one million e-mail viral messages. Warner's is using technology from e-Messaging provider @Once for the "Tell A Friend" campaign. There's no word on whom they launched it to, however. I went to www.@once.com and www.warnerbrothers.com and neither mentions the e-mail. There is no site at www.theperfectstorm.com. I'm wondering if this will fall victim to "hoax e-mail fatigue" - a phenomenon I just named. So many of these hoax viral e-mails have been circulating lately that this one may seem to be another one of them. | |
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