The Mekanism case introduces students to a digital media production company specializing (eg Microsoft, AXE, eBay, Toyota, etc.) in creating viral marketing campaigns for advertising agencies and their clients. 2007-2010 partially grown enormously because of the rise of viral marketing to reach Mekanism as promising promotional tool for advertisers and engage with consumers cheaply and quickly via word-of-mouth. Mekanism president is considering expansion of services to other ad … Read more »

The Mekanism case introduces students to a digital media production company specializing (eg Microsoft, AXE, eBay, Toyota, etc.) in creating viral marketing campaigns for advertising agencies and their clients. 2007-2010 partially grown enormously because of the rise of viral marketing to reach Mekanism as promising promotional tool for advertisers and engage with consumers cheaply and quickly via word-of-mouth. Mekanism president is considering expansion of services for other advertising content and media (eg, television, print, online), in fact, a full-service advertising agency. This case should discuss whether Mekanism should ‘develop’ in an advertising agency or keep you focused on the production and dissemination of viral marketing content.
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from
Thales S. Teixeira,
Alison Caverly
Source: Harvard Business School
16 pages.
Release Date: 3 April 2012. Prod #: 512010-PDF-ENG
Mekanism: Engineering Viral Marketing HBR case solution