Viral Marketing at its Best: Ricola’s “Thanks a Million” Campaign

It’s the middle of the cold season, and hopefully you have avoided any major viral infection so
far. While we’re on the subject, I wanted to share with you what I think is a very good example
of viral marketing from which we all could learn a lesson.

Have you heard the latest Ricola radio commercials? The Swiss-based herbal cough drop
company has launched a contest, which began last October 1 and runs through February 28, in
which they will give away anywhere from one thousand to one million dollars to someone if they
offer a Ricola cough drop to a person who is coughing in a public place. The official Ricola
spokesperson could be any person, anywhere, and at any time of the day. The radio spots have
been airing in Indianapolis, so there is even a possibility that the mystery cougher is in our
midst.

The radio spots feature a website at www.ricolausa.com, where one can even sign up to receive
clues by email and view an interactive map to see where the mystery cougher has appeared.
What a perfect example of viral marketing at its best. Not only is Ricola getting consumers to buy their product, but they are also encouraging people to recommend the product to others. What better advertising is that?

So next time you hear someone coughing in the next month or so, you may want to offer them a
Ricola cough drop. You may also want to think about a way your company can engage in this
form of viral marketing to promote your business in an unusual yet effective way. Thanks a
million to Ricola for showing us a great way to do so.