In light of the success of viral videos sponsored by big brand names like Levi's' "Backflip Into Jeans," Gatorade's "Ball Girl,” and Nike's “Kobe Jumps Over Car,” advertisers and agencies are evaluating the value of adding viral video to their online marketing mix. Faced with a tough economic climate, marketers are hurriedly seeking new methods to reach web audiences in the most cost-effective manner. Viral video - which is generally less expensive to produce and market than traditional advertising - is now getting its industry close-up. But what of the new practice of advertisers creating video less as a commercial and focusing more on its entertainment value? What do the practitioners of.
