Kobe and Messi: How Viral Marketing Sausage Is Made

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When Turkish Airlines released an ad last December featuring soccer icon Lionel Messi and NBA superstar Kobe Bryant, it became a massive YouTube hit. When the airline released a sequel to that spot last week, the second ad became an even bigger smash with more than 77 million views in six days, including 20 million in its first two days online

But the second spot, in which Bryant and Messi trade dueling selfies from exotic locations around the world, didn't just become a hit because of its predecessor or media attention; it also relied on a clever campaign to build viral steam, including rave reviews from some of YouTube's most influential members. It's a campaign that may surprise you, and one that sheds light on how viral marketing sausage is made Read more...

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