The term vaccine video refers to video content produced and initially distributed by a business, marketing group or other entity hoping to use online video sharing to promote a product, service or event as part of viral marketing. It stands in contrast to a viral video, which spreads naturally by users passing the viral video on to friends and colleagues by email, IM, blogs or other online communication. As the different names suggest a viral video gains widespread exposure after being passed on through the natural process of Internet sharing, whereas a vaccine video needs to be "injected" into users' online experience in an effort to force its widespread acceptance. Even mainstream, well-known companies have attempted to use vaccine videos, primarily in an effort to connect with a younger