Brilliant and elaborate viral Men Cramps campaign

Men suffering from menstrual cramps is a brilliant, elaborate and successful viral campaign that consisted of classified ads, a fake website complete with a fake "internal" file sharing network to convince visitors that the site is real, a documentary and many other elements.

A couple of points worth mentioning:

- The company succeeded in picking the right idea for their campaign. The concept of men cramps is sure to grab many people's attention (both men and women) and be worthy of sharing, questioning and blogging about.
- The campaign focused on building an audience and held off on introducing the product until several months into it!
- I have a feeling such a campaign was, or could be, relatively (compared to, let's say, TV ad media buying budgets) inexpensive.

I think these guys get it. Watch their great video about the campaign here: http://www.kirtgunn.com/2007/

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[Mark Vane]

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