Just before Christmas in 2006, Threshers - The UK’s largest off licence - issued a 40% off voucher for all wine purchases. Can you believe it 40% off the price just before Christmas, surely its the busiest time of the year.

I was convinced this was a smart viral marketing campaign, but nobody would listen to me.

The story was that the voucher was originally destined for Threshers top corporate clients only, but there had been a leek and the voucher was now readily available. Not only that Thresher would honour the voucher and therefore anyone could use it.

It went around the UK like wild fire. Just about everyone with email had a copy of the voucher and sent it on. The perfect viral campaign really.

Well I just learned from Hugh McLeod at www.gapingvoid.com that he and his team at Stormhoek wines were behind the campaign. This was no surprise to me as every time I come into contact with this guy he seems to amaze me.

Perfect timing also as only yesterday I posted about whether viral marketing is for you. Well, if you can copy Thresher and generate over £40m in sales I think you’ll agree, virals are definitely for you.

Maybe Hugh could give us a few pearls of wisdom about what makes a good viral. Hugh, can you help us out?

BTW Hugh has a new voucher for 40% off wine at Easter, but it’s already expired, sorry folks.