posted on Mar, 23 2004 @ 11:10 AM
Actually, in the post-Internet era, "viral marketing" is intended to be something that spreads and takes on a life of it's own by the target
market. The hope, in this case, is that young men (16-24, the Jackass audience), latch onto this video and spread it around via e-mail and IM...
hence... the "viral" aspect.
Increasingly, "viral marketing" is a heavily digital effort, relying on online word of mouth.