--- title: Viral Marketing with Jerry Garcia's toilet image: https://www.davidmeermanscott.com/hs-fs/file-1077835156-jpg/blog-files/golden_palace.jpg --- [Skip to main content](https://www.davidmeermanscott.com/blog/2006/10/viral_marketing.html#maincontent) [ «  View All Posts ](https://www.davidmeermanscott.com/blog) # Viral Marketing with Jerry Garcia's toilet October 21st, 2006 3 min read By [David Meerman Scott](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) ![](https://www.davidmeermanscott.com/hs-fs/file-1077835156-jpg/blog-files/golden_palace.jpg?width=150&height=141&name=golden_palace.jpg) Here's a riff on viral marketing that will appear in my upcoming book [The New Rules of Marketing and PR](https://www.webinknow.com/2006/08/blogging_my_new.html). For marketers, one of the coolest things about the Web is that when an idea takes off, it can propel a brand or company to fame and fortune. *For free.* Whatever you call it—viral, buzz, or word-of-blog marketing—having other people tell your story drives action. Many viral phenomena start innocently. Somebody creates something—a funny video clip, a cartoon, or story—to amuse friends and one person sends it to another and that person sends it to yet another, on and on. Perhaps the creator might have expected to just reach a few dozen friends. One of the first examples I remember was the [dancing baby](http://www.youtube.com/watch?v=2W4EBoQmWPs) from the mid-1990s. It was grainy and low-tech, but it was cool. And it spread like crazy. Instead of reaching a few hundred friends and colleagues, dancing baby struck a nerve and reached millions. The challenge for marketers is to harness the amazing power of viral. There are people who will tell you that it is possible to create a viral campaign, and there are even agencies that specialize in the area. But when organizations set out to go viral, the vast majority of campaigns fail. Worse, some companies set up fake viral campaigns where people who are employed by the company or in some way compensated write about a product. The Web is hyper-efficient at collective investigative reporting and smoking out trickery so these campaigns rarely succeed, and may even cause great harm to reputations. Often the approach is some gimmicky game or contest that just feels forced and advertisement-like. I think it is virtually impossible to create a Web marketing program that is *guaranteed* to go viral. A huge amount of luck and timing are necessary. A sort of homemade feel seems to work, while slick and polished doesn’t. For example, the [Numa Numa Dance](http://www.ifilm.com/ifilmdetail/2665487) that was so popular several years ago was about as homemade as you can get—just a guy with a Web camera on his computer—and it helped to popularize the song and sell a bunch of downloads. Of course, it's not just crazy dancing that goes viral. The formula is a combination of some great (and free) Web content (a video, a blog entry, or an e-book) that is groundbreaking or amazing or hilarious or involves a celebrity, plus a network of people to light the fire, and all with links that make it very easy to share. While many organizations plan viral marketing campaigns to spread the word about their products or services, don’t forget that something may go viral *that you didn’t start* [like Mentos and Diet Coke](http://eepybird.com), and it may show you or your products in either a positive or negative light. You need to be monitoring the Web for your organization and brand names so you are alerted quickly about what people are talking about. And if a positive viral explosion that you didn’t initiate begins, don’t just hang on for the ride—push it along! [![Golden_palace](https://www.davidmeermanscott.com/hs-fs/file-1077835156-jpg/blog-files/golden_palace.jpg?width=150&height=141&name=golden_palace.jpg "Golden_palace")](http://freshspot.typepad.com/.shared/image.html?/photos/uncategorized/golden_palace.jpg) Consider GoldenPalace.com, the Internet casino that has cornered the market on eccentric eBay purchases for viral promotional purposes. The online casino is the proud owner of [dozens of offbeat knickknacks](http://www.goldenpalaceevents.com/auctions) such as Pete Rose’s corked baseball bat, William Shatner’s kidney stone, and the famous Virgin Mary grilled cheese sandwich. The marketers at GoldenPalace.com also grab unusual advertising space sold on eBay, such as, ahem, a woman’s cleavage, the opportunity to tattoo a logo on someone’s forehead, and billboard space on the back of a person’s wheelchair. Some of this offbeat stuff, all purchased on eBay, generates significant viral marketing buzz for GoldenPalace.com. For example, when Shatner's kidney stone was nabbed, it seemed like every TV station, newspaper, and online outlet reported on the sale. Great headline: "Shatner Passes Kidney Stone to GoldenPalace.com." "Ha ha ha," the reporters and bloggers went, dismissing the money spent as foolish. But each story referenced GoldenPalace.com! At a mere $25,000, this foray into a place where no man has gone before was the viral marketing and advertising bargain of the century. And kudos, too, to Shatner, who got his name plastered all over the place (and donated the cash to Habitat for Humanity). The professional eBay bidders at GoldenPalace.com know that not every one of the hundreds of quirky purchases they make will be a hit with bloggers and the media. But they can count on some of them, maybe one out of twenty, hitting the mark in just the right way. PS - the marketing campaign that started this book was named the [MarketingSherpa Viral Marketing Hall of Fame ](http://www.marketingsherpa.com/vas2006/3.html)for 2006. [ David Meerman Scott ](https://www.davidmeermanscott.com/blog/author/david-meerman-scott) David Meerman Scott is a business growth strategist, advisor to clever entrepreneurs who are building emerging companies, and the international bestselling author of a dozen books published in 30 languages. David’s high-energy keynote presentations, masterclasses, and virtual events educate, energize, and inspire. Connect: [mailto:david@freshspot.com](mailto:david@freshspot.com) Topics: [ Viral Marketing ](https://www.davidmeermanscott.com/blog/topic/viral-marketing) [ New Rules of Marketing and PR ](https://www.davidmeermanscott.com/blog/topic/new-rules-of-marketing-and-pr) [ Public Relations ](https://www.davidmeermanscott.com/blog/topic/public-relations) [ Case Studies ](https://www.davidmeermanscott.com/blog/topic/case-studies) [ Marketing ](https://www.davidmeermanscott.com/blog/topic/marketing) [ Advertising ](https://www.davidmeermanscott.com/blog/topic/advertising) Don't forget to share this post: ## Related Articles [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Artemis%20earthset.jpg?width=5568&height=3712&name=Artemis%20earthset.jpg) ### Nasa’s Artemis II Lunar Mission: A PR Triumph for the USA April 11th, 2026|3 min read ](https://www.davidmeermanscott.com/blog/nasas-artemis-ii-lunar-mission-a-pr-triumph-for-the-usa) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Trump%20Biden%20shutterstock_2384408337.jpg?width=1500&height=1000&name=Trump%20Biden%20shutterstock_2384408337.jpg) ### US Presidential Debate: Hype, Spin, Memes, and Newsjacking June 24th, 2024|3 min read ](https://www.davidmeermanscott.com/blog/us-presidential-debate-hype-spin-memes-and-newsjacking) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/Apple-WWCD23-Vision-Pro-with-battery-230605.jpg?width=1960&height=1102&name=Apple-WWCD23-Vision-Pro-with-battery-230605.jpg) ### Apple Vision Pro Spatial Computer Launch Is PR Done Right June 6th, 2023|3 min read ](https://www.davidmeermanscott.com/blog/apple-vision-pro-spatial-computer-launch-is-pr-done-right) [![](https://www.davidmeermanscott.com/hs-fs/hubfs/dance.png?width=2048&height=1366&name=dance.png) ### Baseball That Puts Fans First! Banana Ball from The Savannah Bananas August 31st, 2022|3 min read ](https://www.davidmeermanscott.com/blog/baseball-that-puts-fans-first-banana-ball-from-the-savanah-bananas) [![Cover of The Carbon Almanac](https://www.davidmeermanscott.com/hs-fs/hubfs/Book%20mockup.jpg?width=1250&height=1000&name=Book%20mockup.jpg) ### The Carbon Almanac: It's Not Too Late July 12th, 2022|3 min read ](https://www.davidmeermanscott.com/blog/the-carbon-almanac) [![](https://www.davidmeermanscott.com/hubfs/f517cfdf-072e-4e2d-918f-18fb5748409a.jpg) ### Newsjacking COP26 Brings Attention to Rising Seas Affecting Panama’s Indigenous Guna People November 10th, 2021|3 min read ](https://www.davidmeermanscott.com/blog/newsjacking-cop-26-brings-attention-to-rising-seas-affecting-panamas-indigenous-guna-people) [![](https://www.davidmeermanscott.com/hubfs/Screen%20Shot%202021-06-21%20at%202.54.58%20PM.png) ### IKEA’s Cristiano anti- Coca-Cola Water Bottle Newsjacking June 21st, 2021|3 min read ](https://www.davidmeermanscott.com/blog/ikeas-cristiano-anti-coca-cola-water-bottle-newsjacking) [![](https://www.davidmeermanscott.com/hubfs/Clubhouse%20audio%20app.jpg) ### Clubhouse: The Great, the Bad, and the Very Worrisome February 23rd, 2021|3 min read ](https://www.davidmeermanscott.com/blog/clubhouse-great-but-worrisome) [![](https://www.davidmeermanscott.com/hubfs/UPS%20FedEx%20Amazon.jpg) ### #ThanksForDelivering: How Businesses Can Support Essential Workers May 12th, 2020|3 min read ](https://www.davidmeermanscott.com/blog/-how-businesses-support-essential-workers) [![Haford Hardware](https://www.davidmeermanscott.com/hubfs/Haford%20Hardware.jpg) ### Video Made for Just £100 Grows Fans of a Welsh Hardware Store December 6th, 2019|3 min read ](https://www.davidmeermanscott.com/blog/video-made-for-just-100-grows-fans-of-a-welsh-hardware-store) [![](https://www.davidmeermanscott.com/hubfs/shutterstock_1421346197.jpg) ### When a Trademark Is a Bad Idea September 10th, 2019|3 min read ](https://www.davidmeermanscott.com/blog/when-a-trademark-is-a-bad-idea) [![The Chef trailer](https://www.davidmeermanscott.com/hubfs/The%20Chef%20trailer.jpg) ### Blurring Lines Between Fiction and Reality: “The Chef” by James Patterson On Facebook Messenger and Instagram April 10th, 2019|3 min read ](https://www.davidmeermanscott.com/blog/blurring-lines-between-fiction-and-reality-the-chef-by-james-patterson-on-facebook-messenger-and-instagram) [![Gillette YouTube](https://www.davidmeermanscott.com/hubfs/Gillette%20YouTube.jpg) ### Gillette #MeToo Newsjacking Film Fails Because It Promotes Gillette Products January 15th, 2019|3 min read ](https://www.davidmeermanscott.com/blog/gillette-metoo-newsjacking-film-fails-because-it-promotes-gillette-products) [![Four Rs](https://www.davidmeermanscott.com/hubfs/Four%20Rs.jpg) ### How To Create Word Of Mouth For Your Company, Product, Or Idea September 18th, 2018|3 min read ](https://www.davidmeermanscott.com/blog/how-to-create-word-of-mouth-for-your-company-product-or-idea) [![8539048913_5380a7fc43_k](https://www.davidmeermanscott.com/hubfs/8539048913_5380a7fc43_k.jpg) ### How Creative Commons Helped Spread My Ideas To Millions Of People! August 15th, 2018|3 min read ](https://www.davidmeermanscott.com/blog/how-my-creative-commons-license-spread-my-ideas-like-crazy) [![free ebook](https://www.davidmeermanscott.com/hubfs/free%20ebook.jpg) ### How To Write A Free Ebook To Grow Your Business August 7th, 2018|3 min read ](https://www.davidmeermanscott.com/blog/how-to-write-a-free-ebook-to-grow-your-business) [![Stephen](https://www.davidmeermanscott.com/hubfs/Stephen.jpg) ### Marketing Lessons From Failed Social Media Fame In China March 12th, 2018|3 min read ](https://www.davidmeermanscott.com/blog/marketing-lessons-from-failed-social-media-fame-in-china) [![Bellagio fountain.jpg](https://www.davidmeermanscott.com/hubfs/Bellagio%20fountain.jpg) ### Las Vegas Fountains of Bellagio as an Awesome Marketing Asset August 23rd, 2017|3 min read ](https://www.davidmeermanscott.com/blog/las-vegas-fountains-of-bellagio-as-an-awesome-marketing-asset) [![past forward 2.jpg](https://www.davidmeermanscott.com/hubfs/past%20forward%202.jpg) ### Prada Movie "Past Forward" Is Content Marketing When You Have A Few Million To Spare December 6th, 2016|3 min read ](https://www.davidmeermanscott.com/blog/prada-movie-past-forward-is-content-marketing-when-you-have-a-few-million-to-spare) [![spicers2.jpg](https://www.davidmeermanscott.com/hubfs/spicers2.jpg) ### World’s Largest Rock Band Is Awesome Community Engagement October 14th, 2016|3 min read ](https://www.davidmeermanscott.com/blog/worlds-largest-rock-band-is-awesome-community-engagement) [![](https://www.davidmeermanscott.com/hubfs/Chilis_burger.jpg) ### Food Porn, Beautiful Buns, and Hashtags June 10th, 2015|3 min read ](https://www.davidmeermanscott.com/blog/food-porn-beautiful-buns-and-hashtags) [![](https://www.davidmeermanscott.com/hs-fs/hub/413105/file-2535780889.jpg) ### From Rejected to a Blog to a NYT Bestselling Author to Walking the Red Carpet at the Oscars February 23rd, 2015|3 min read ](https://www.davidmeermanscott.com/blog/from-rejected-to-a-blog-to-a-nyt-bestselling-author-to-walking-the-red-carpet-at-the-oscars) [### This Is a Generic Brand Video March 28th, 2014|3 min read ](https://www.davidmeermanscott.com/blog/2014/03/this-is-a-generic-brand-video.html) [![](https://www.davidmeermanscott.com/hs-fs/file-1601535649-jpg/blog-files/6a00d83451f23a69e2019b023d8e68970b-200wi.jpg) ### Dave Carroll of United Breaks Guitars four years later December 10th, 2013|3 min read ](https://www.davidmeermanscott.com/blog/2013/12/dave-carroll-of-united-breaks-guitars-four-years-later.html) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David Meerman Scott", "url" : "https://www.davidmeermanscott.com/blog/author/david-meerman-scott" }, "datePublished" : "2006-10-21T12:20:49.000Z", "headline" : "Viral Marketing with Jerry Garcia's toilet", "image" : [ "https://www.davidmeermanscott.com/hs-fs/file-1077835156-jpg/blog-files/golden_palace.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.davidmeermanscott.com/blog/2006/10/viral_marketing.html", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.davidmeermanscott.com/hubfs/_Assets/Logo/david-meerman-scott.png" }, "name" : "David Meerman Scott" } } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.davidmeermanscott.com/#person", "@type" : "Person", "description" : "Marketing and sales visionary, international bestselling author of 12 books, keynote speaker in 47 countries, and advisor to emerging companies.", "email" : "mailto:David@DavidMeermanScott.com", "image" : "https://www.davidmeermanscott.com/hubfs/DMS-Homepage-Featured.jpg", "jobTitle" : [ "Keynote Speaker", "Author", "Business Growth Strategist", "Marketing Advisor" ], "knowsAbout" : [ "Content Marketing", "Fandom Marketing", "Newsjacking", "Real-Time Marketing", "Public Relations", "Sales Strategy", "Business Growth" ], "name" : "David Meerman Scott", "sameAs" : [ "https://en.wikipedia.org/wiki/David_Meerman_Scott", "https://www.linkedin.com/in/davidmeermanscott", "https://x.com/dmscott", "https://www.instagram.com/dmscott/" ], "url" : "https://www.davidmeermanscott.com" } ``` ```json { "@context" : "https://schema.org", "@id" : "https://www.davidmeermanscott.com/#website", "@type" : "WebSite", "author" : { "@id" : "https://www.davidmeermanscott.com/#person" }, "name" : "David Meerman Scott", "potentialAction" : { "@type" : "SearchAction", "query-input" : "required name=search_term_string", "target" : { "@type" : "EntryPoint", "urlTemplate" : "https://www.davidmeermanscott.com/search?q={search_term_string}" } }, "url" : "https://www.davidmeermanscott.com" } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "David Meerman Scott", "url" : "https://www.davidmeermanscott.com/blog/author/david-meerman-scott" }, "dateCreated" : "2014-09-10T21:41:45", "datePublished" : "2006-10-21T08:20:49-0400", "description" : "", "headline" : "Viral Marketing with Jerry Garcia's toilet", "image" : [ "http://cdn2.hubspot.net/hub/413105/file-1077835156-jpg/blog-files/golden_palace.jpg" ], "inLanguage" : "en-us", "keywords" : [ "Viral Marketing", "New Rules of Marketing and PR", "Public Relations", "Case Studies", "Marketing", "Advertising" ], "learningResourceType" : "article", "name" : "Viral Marketing with Jerry Garcia's toilet", "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://413105.fs1.hubspotusercontent-na1.net/hubfs/413105/_Assets/Logo/david-meerman-scott.png" }, "name" : "Freshspot Marketing LLC" }, "timeRequired" : "3 minutes", "url" : "https://www.davidmeermanscott.com/blog/2006/10/viral_marketing.html" } ```