Remember “macaca” in the Allen v. Webb campaign?

Thanks to Colin Delany at e.politics, here is a case study underscoring that not all viral communication successes just happen. Delaney, reporting on a presentation by Webb campaign manager Jessica Vanden Berg, describes the old-fashioned media hustling that made “macaca” a household word … at least in Virginia political circles.

The lesson for nonprofit marketers: Don't think you can just stick a cool or controversial video on YouTube, stand back, and watch it blast off!

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