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Company BMW / Procter & Gamble / New Media Age / Unilever / Ford / Sony / Philips / Kendall / Microsoft / / / Facility Erasmus University / University of Pennsylvania / / IndustryTerm online ads / important seeding tool / online advertising strategy / offline advertising / online advertising / online version / specific seeding tools / tractable solutions / nancial services / real time / specific online ad / communication tool / Possible solutions / social network / online marketing / specific / online seeding tools / important tool / online form requesting personal information / online marketing message / online marketing communication tool / / MusicGroup Flow / / Organization School of Management / Wharton School / the University of Pennsylvania / Philadelphia / Erasmus University / Comic Relief / V / / Person Red Nose / Carl Mela / Morrissey / Gerrit van Bruggen / / / Position forward marketing messages / marketing manager / Sprinter / forward / diffusion model / marketing agency executive / / PublishedMedium New Media Age / / SportsEvent the Super Bowl / / Technology viral marketing / / URL http /
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informs Vol. 29, No. 2, March–April 2010, pp. 348–365 issn eissn 1526-548X 10 2902 0348 ®