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Cracking Viral Code: Look at Your Ads. Now Look at Old Spice

September 27, 2010

By Jack Neff

String of Hits From P&G Grooming Biz Seem to Point to Formula -- Engaging, Surprising Media That Appeals to Both Genders.

Viral video long has seemed a crap shoot, or more like a lottery considering the potential of the payout vs. relatively small cost and even smaller odds of success. But the recent string of viral hits from one unit of one marketer -- Procter & Gamble Co.'s men's grooming business -- seems to point to a formula, and one that can be repeated.

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