Steve Gershik

We’ve all heard stories about the man who traded a paper clip for a house, watched as Prince generated an untold amount of publicity for his work by threatening to sue a dancing baby on YouTube for copyright infringement, and laughed when the “Leave Britney Alone!” video grabbed mainstream media attention and caused even more interest in Britney Spears’ antics — just in time for her new album release. Now business-to-business marketers — and, increasingly, nonprofit organizations — are going viral too. When you look at some of these high-flying, over-the-top tactics that generate tons of buzz, you begin to ask yourself: “What