Teaching Note | HBS Case Collection | August 2012

Mekanism: Engineering Viral Marketing

by Thales S. Teixeira


The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their 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 with consumers cheaply and quickly via word-of-mouth. Mekanism's president is contemplating expanding its services to other advertising content and media (e.g., televison, 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; advertising; viral ads; virality; Mekanism; advertising agency; social media; influencer; storytelling; advertising content; Advertising; Advertising Industry; North and Central America;


Teixeira, Thales S. "Mekanism: Engineering Viral Marketing." Harvard Business School Teaching Note 513-043, August 2012.