Ever had a night that you needed help filling in the details on the next day? You probably woke up and thought “Never again.” Tucker Max woke up and thought “I’m going to start a website.”
Well, that’s not quite how it went down, but it’s not far off. In 2000, Max started his first website called “The Tucker Max Date Application”, in which women were invited to answer multiple choice questions with such poignant answers as “I’m a butterface.” and “When I get over my herpes and pinkeye.” He got the idea to begin documenting his debauchery after an e-mail he wrote about his short-lived law firm stint made several rounds on the Internet. In 2002, an MTV documentary couple with a lawsuit from a former Miss Vermont proved the adage “Any publicity is good publicity”, landing him a book deal for I Hope They Serve Beer In Hell, which made the NYT best-seller list for two weeks.
For the next four years, the site continued to chug along just under the radar. Gradually, the book made it’s way back to the NYT Best-Seller list where it has remained off and on to this day. As of August 17, 2010, it has spent 145 weeks on the list, rising to the top position in November 2009. This rise to the top was preceded in September 2009 with a major motion picture. Tucker Max continues to produce new material with a new book coming out in September 2010.
More recently, a slightly different approach to viral content has led to book and screen adaptations. Sh!t My Dad
Says is a Twitter account where Justin Halpern records some of his dad’s more pointed insights, all in 160 characters or less. Given Twitter’s simple ability to “re-tweet” info, the site quickly spread, culminating in a book deal (which also eventually rose to #1) and a TV series that will premiere in September of 2010 on CBS starring William Shatner.
Both of these sites were created on a small budget which eventually gained momentum because they were driven by content, a factor missing in many viral marketing attempts. In fact, at various points both sites were both viral, but not marketing. This was a big benefit to them because they gained a following and developed a rapport with their audiences before they went on to actually make their call to actions.
Viral marketing is a very powerful tool when used correctly, and could increase your value to companies and/or clients significantly, but it can also be a double edged sword if you attract attention before you are ready.
