Kodak Turns to Viral Marketing, But Forgets Data Collection

Kodak has launched their "Ink Is It" viral marketing campaign that quite possibly contains any, and almost every, "viral" component screaming out at the user. Normally, one would encourage a few components such as a forward to a friend, but is this overload? Subscribe on iTunes, add us to MySpace, not-so-funny tried too-hard-to-think-simple YouTube videos, AIM, RSS feed, email Nathan, play our game, enter our poll, comment on our blog...phew. Where is the data collection ability?

If you click to email, rather than having a form field to learn more about your customers and begin building database, it simply auto-populates the email address field in your mail client. Where is the sign up to receive the latest Kodak news, click here to fill out a form and download free coupons? When you click to play their game "Ink Blaster" the game starts right up without an email address, name, birthday...nada.

While much of viral is increasing exposure, ensure you have put the tools in place to turn this exposure into revenue by increasing lead generation and retention.