Back in the day, when you saw a funny ad, that was it. You maybe told someone else about to check if they saw it too. If you were really quick, you could quickly press record on your VCR and keep that video forever. Or maybe tear out the page of the magazine and put it on your wall. But in either case, you had to wait for the ad to find you again.
These days, if you find an ad that particularly intrigues you it is just a quick internet search away. And you can watch it over and over again. You can seek it out. You can choose to engage with it. You can choose to share the commercial with other people. You can repost their images. You can essentially help the ad go viral. You are the new distribution channel.
If you really think about it, new media is making word of mouth much more powerful. Yes, consumers are able to voice their personal opinions about brands using their own accounts. But they are also now responsible for sharing the brand’s message far and wide. Now, they are often adding on their own commentary, but it is the message that the brand crafted that gets spread.
How do you account for that? Do you need to? How do brands intentionally tap in the value of the consumer in spreading their marketing efforts?
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A Wren Says 
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