One of today’s posts on AdAge.com is a brief story about a Brazilian ad campaign for SOS Mata Atlantica that went viral. Without getting into the debate that has started in the comments section about the campaign’s actual message (it encourages people to pee in the shower to conserve water), I found it interesting that this viral campaign is actually one that started with very traditional media executions: TV and radio spots, print and outdoor. And it was an extended segment on a news program that sparked the viral activity around the campaign.
What does this say about the arguement that traditional media is dead?
What role does traditional media play in the process of viral distribution of content and word of mouth?
Is there a difference in the importance of the medium when we’re discussing advertising and editorial?
What are your thoughts?