Viral e-mail rings

Approach: In July, online phone company Jajah along with online marketing firm, Popular Media, launched a viral global e-mail campaign targeting students studying abroad and business travelers, among others, that offered five free long-distance minutes for each friend signed up. To make calls, users type in their own number and the number they wish to dial, click “call,” and both phones will ring.

Results: Nearly 250,000 e-mails were sent in the first six weeks to over 100 countries and 33% of recipients signed up for services. On average, recipients passed the e-mail onto more than nine people.

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