INTRODUCTIONCreating a Virus
On a quiet Saturday morning in June 2006, we posted a three-minute video online. It showed the two of us, in the woods of Maine, wearing lab coats and safety goggles, dropping 500 Mentos mints into 100 bottles of Diet Coke creating a miniature Bellagio fountain show with geysers of soda.
We told just one person. But by that afternoon, 4,000 people had seen the video. By that night, 14,000.
On Monday morning, the Late Show with David Letterman called.
The next day, Late Night with Conan O’Brien called. The day after that, we were on NPR’s All Things Considered. By the end of the week, the people who had built the actual Bellagio Fountains got in touch.
Seven months later, Advertising Age called that video “the most ...
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