Viral campaigns are enhanced by using social media as they are essentially cost-free conduits for advertising, according to a marketing website.
Social media sites are the "perfect conduit" for viral advertising campaigns, as they already have links in place for sharing, according to an industry analyst.
Marketing Sherpa made these comments after seeing companies utilise social networking sites to spread a message in six of its seven best viral campaigns of the year.
Although a few of the entrants into the website's 'hall of fame' used some pay-per-click adverts, most of them put a lot of time and energy into promotion that was essentially cost-free, such as blogs and social media sites.
The website explained: "Social media sites are the perfect conduit for viral campaigns. Their users are already connected and sharing with friends."
Among the top viral campaigns chosen were Microsoft's I Am Enabled, Disney's What Will You Celebrate and Rita's Italian Ice Mystery Flavour.
Last year, Marketing Sherpa's viral hall of fame championed the use of social media and claimed that advertisers were hearing its message "loud and clear".
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