A colleague of mine showed me a magazine insert today for a Hellman’s Mayonnaise promotion. It seems that they’re attempting a bit of viral marketing. But as I looked at the piece, it came across as viral bribery to me. The gist of it is that if you send some pre-written recipes to your friends, you are entered for a chance to win some prizes. This can be done by sending the magazine insert to a friend via the web. Here’s the copy on the insert (complete with PLACE STAMP HERE):

“Dear ________

I tried these Hellman’s’ and Best Foods’ recipes and wanted you to try them, too! Here’s why: (Empty block of space)
Hope you like them as much as I did! Go to www.hellmans.com or www.best-foods.com for your chance to WIN INSTANTLY if you SHARE THESE RECIPES with other friends online!

Signed:________”

I’d like to think that people are smarter than this. If the recipes are really that good, why would you need to give people incentives to share them? It’s a nice concept, but a poor attempt.

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