WEB207 - Topic 2.4 - Spreadability

In order to get started thinking through this area, when reading, please consider:

1. What made the Old Spice campaign so effective?  What risks were there to the Old Spice brand in embracing participatory culture in the hands of a marketing team?
2. What does a ‘spreadable’ media actually mean? Does the vast array of options mean that ‘going viral’ is the only way to compete with ‘mainstream’ media, or does that distinction no longer make sense?
3. Have you ever participated in a conversation about spreadable media? If so, how did you participate? (For example, have you ever forwarded a funny email or shared a link at an hilarious ad or other video?)