Viral marketing

I've been approached to consider a viral marketing campaign for Prestige Whisky.

In principal I think that this is a great idea - it's free, if done well can be fun and of course should drive traffic and therefore revenue for the business.
However, as we all know unsolicited e-mails ARE SPAM. Done badly a viral campaign is boring, irritating tosh that simply gets deleted.

Hopefully our campaign will be of the former rather than latter variety! Here's my promise to our faithful blog readers - if you happen to receive one of our marketing e-mails and you don't like it - apologies and feel free to press the delete button !