Viral Marketing: PR Ain’t in the Name, But It’s in the Fundamentals

To mark Breast Cancer Awareness Day on October 24 of last year, the National Football League announced that it would donate $5 to the Susan G. Komen Breast Cancer Foundation
every time someone visited its "NFL for Her" Web page. Some 600,000 NFL newsletter subscribers received emails promoting the NFL's site, which featured chats with breast cancer
survivors and the latest news on research and detection.