Mekanism case introduces students to the digital media production company specializing in creating viral marketing campaigns for advertising agencies and their clients (eg, Microsoft, AXE, eBay, Toyota, etc.). Mekanism increased significantly from 2007 to 2010, in part due to the growth of viral marketing as a promising tool of promotion for advertisers to reach and interact with consumers cheaply and quickly through word-of-mouth. President Mekanism author considers the expansion of its services to other content advertising and media (eg, television, print, online) is actually becoming a full-service advertising agency. This case is designed to discuss the possibility Mekanism must "evolve" in an advertising agency or keep focused on the production and distribution of viral content marketing.
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by Thales S. Teixeira, Alison Caverly Source: Harvard Business School 16 pages. Publication Date: April 3, 2012. Prod. #: 512010-PDF-ENG
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