For legal reasons the site could not use the dozens of submissions that were now being sent in. None of the people who reported on the site did any research into it. The national media really need to take a look at the way they report internet stories. The tabloids only seem to be interested in the net in a negative way. We just wanted to play them at their own game.
Viral marketing depends on internet users helping to promote a product or service for somebody else.
When you employ viral techniques you are targeting people who are already connected to the internet. It's all very good placing a billboard ad in the street, but there is little guarantee that the people are going to remember to log on. For CheatingScum to work virally, Oliver had to persuade visitors to the site to tell others about it. Because one in five people who visited us would actually refer it to a friend. When that carries on you get a kind of daisy chain effect and your hits can go through the roof.