The other aspects of the reading cover other aspects of the internet. Viral memes are generally unique and obscure pieces of media that follow a different guideline than previous advertising forms. I feel that is an effective form for advertisement because it plants a sort of "what the hell was that?" feeling in the viewer. For example, I Love Bees was a successful form of viral marketing for the game Halo 2.
http://en.wikipedia.org/wiki/I_love_bees
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