Case | HBS Case Collection | April 2012 (Revised April 2013)

Mekanism: Engineering Viral Marketing

by Thales S. Teixeira and Alison Caverly

Abstract

Mekanism introduces students to a digital media production company specializing in creating viral marketing campaigns for advertising agencies and clients (e.g., Microsoft, AXE, eBay, Toyota, etc.) Mekanism has grown tremendously from 2007 to 2010 in part due to the rise of viral marketing as a promising promotion tool for advertisers to reach and engage consumers cheaply and quickly via word-of-mouth. Mekanism's president is contemplating expanding its services to other advertising content and media (e.g., television, print, online) in effect becoming a full-service ad agency. This case is intended to discuss whether Mekanism should 'evolve' into an ad agency or keep focused on producing and distributing viral marketing content.

Keywords: Viral Marketing; viral advertising; core competencies; growth strategy; Online media; videos; advertising; advertising media; Online Technology; Expansion; Media; Marketing; Advertising; Advertising Industry; North and Central America;

Citation:

Teixeira, Thales S., and Alison Caverly. "Mekanism: Engineering Viral Marketing." Harvard Business School Case 512-010, April 2012. (Revised April 2013.)