How do you get them to talk about you? Have fun.
PETCO’s “Put your pet in a costume and send us a photo” contest is as simple as it gets, inexpensive, and total genius. It’s easy to enter, easy to share, and has massive viral potential. They only spent $1,000 on prizes and have 571 entries so far. And they get a full 30 days of promotion.
PETCO used the Bazaarvoice platform (disclosure: I’m an advisor) to power this contest, but you could do it with a free blog.
Lesson: Before you pay for a big, expensive viral campaign, ask yourself if there is something more simple, more genuine, and more fun you could do.
P.S. Here’s a lizard in a Dorothy costume: