David Scott Meerman published a e-book yesterday, The New Rules of Viral Marketing, with some fresh case studies of marketers that used viral marketing to get out the word out about their product. Here is an excerpt:
Gordon and her counterpart at Warner Bros. chose to launch The Wizarding World of Harry Potter by first telling the exciting news to a very small group of rabid fans. Seven people at the top Harry Potter fan sites, such as Mugglenet , were hand-selected by Gordon’s team, with Warner Bros. and Rowling herself providing input about the choices. These seven (affectionately referred to by Gordon’s team as “the AP of the HP world”) were invited to participate in a top-secret Webcast held at midnight on May 31, 2007.”
I have scanned it and have already found a few nuggets that I plan to use in my newest outreach efforts. Plus, it's free, my favorite price, so check it out (pdf).