There is a big problem in the world of viral ads, viral hoaxes. How are we supposed to tell the difference when more often than not, a real viral campaign is released 'discreetly', giving bogus information in the whois and being completely non-transparent as to who really created the campaign. Just like a viral hoax. Countless virals don't spread on the web as in port 80 - but via IM and email as people attach films to their messages and pass them on. The only thing that can tell us who dunnit is the sender at the end of the clip - what if the end of the clip is lying? How is the viewer supposed to know? Remember what may have been the very first viral ever - the Rubberburner/ Currylink craze for Lee jeans? The WHOIS Information gave them away but many people did not know to look at the whois, and fell for the idea of rubberburner hook line and sinker anyway. The only thing that has really changed since then is that more often than not, the whois info is full of bogus info.
Take the recent "viral" campaign for Bryan Adams album called roomservice. Adblogs such as the well visited Adrants wrote about it, twice even - yet didn't know it was a hoax, despite the ads unappetizing drama. In the post Brian Adams Valentine Viral Vomit Follow Up Adrants Steve Hall said:
OK, so Valentine's day was two days ago and on that day, aside from Hallmark's website crashing, Bryan Adams revealed he was behind the disgusting Who Ordered Room Service viral video in which a waiter enters a hotel room and pukes all over a knecking couple enjoying some love on the bed. Yup, Adams' new album is called Who Ordered Room Service and somehow he thought the relationship between puking and promoting an album was a good thing.
It's a complete hoax, the ads were created by Frank Lesser and Jason Woliner directors in New York, just for the heck of it. No word yet if Bryan Adams plans to sue them. Why sully someone elses brand to propell yours (especially when you're not intitially taking credit for it)?
"Not by any stretch of the imagination has the ad been endorsed by Bryan Adams or his management company," said Tyson Parker, from Universal Music Canada.