Although many marketers seek the viral hits, it's not easy. Success can come from extraordinary creative like the Old Spice campaign, but most from strategic partnerships, says YouTube's Dana Vetter in this interview with Beet.TV
As an example of successful brand association, she cites American Express and the Tribecca Film Festival and the collaboration with American Express with the Vevo for the Unstaged live concert series.
Andy Plesser, Managing Editor
Disclaimer: This interview is part of the NEWFRONT11 Films, a series of video produced jointly by Beet.TV and Digitas. Digitas is the agency for American Expresss for the Tribeca nd Unstaged programs.
These videos will be pubished in advance of the NEWFRONT11 event in New York on June 9.