There is a great viral campaign doing the rounds of email inboxes for Snakes On A Plane, a soon to be released movie with Samuel L Jackson. How it works is that you go to the website, enter some details about a friend and they are sent a personal invitation from Jackson to see the movie. It’s campaigns like this which are disrupting more traditional media, especially for films, TV shows and music.
While it may seem like a stretch, newsagents could play a role in over the counter viral campaigns given their contact with millions of consumers every week.