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Gmail goes viral with "behind-the-scenes" video

Most users of Google’s free Gmail (web-based email) application are pretty big fans of the service (myself included), and today Google decided to launch a campaign that takes advantage of that fanbase in order to spread the word.

Logging on to my Gmail today, I saw a new link at the top of my screen:

Clicking on the link, I was taken to a campaign screen. The idea is simple and brilliant. You print out the Gmail envelope (essentially the service’s brand mark), and then film a 10 second video where the envelope gets passed from left to right. After you upload the video, your clip might get selected and become part of the chain of clips that illustrates the email getting passed around the world.

No doubt the end product will be fascinating, including scenery and people from across the globe – leveraging their brand, their community, and the user-generated video channel very effectively.