Vivdendi is using viral marketing

--Vivdendi is using viral marketing to promote its new mobile game The Incredible Machine, which is aimed at older women who "tend to enjoy building the puzzle game's "Rube Goldberg"-type contraptions on their mobile devices" reports Ad Week. Rather than paying for good placement on sites like YouTube it's taking the "strategic seed" approach, which makes sense considering the lower revenues in the mobile gaming business. It's viral concept is good (70s super-heroine, which should suit the target market) but I'm not sure the target market is doing that much on social networking sites.