Should You Use A Viral Micro-Website In Your Branding Campaigns?

Mastercard certainly thought so and appears to have done it successfully. Now, it's Visa's turn. Copycat? Or, an effective new tactic?

"The new Visa campaign is all about changing people's perceptions of the brand - which, after all, already has ubiquitous awareness. In the short term, Visa should focus on the extent to which the campaign has positively influenced people's attitudes and perception of the brand. Is it cool? Will it help me live my life to its fullest? Long-term, of course, these metrics should translate into dollars and cents." - John Raj, Visa USA's vice president of advertising and emerging media