Viral marketing: Marc Rochkind and Mudbag
Viral marketing isn't persuading someone to use your product; it's causing them to use your product without them even being aware. That is, not winning their hearts and minds, but their bodies. Then, later, after they're a customer, you can tell them what they've bought and try to get them to use it for themselves. That's when they start to spread the virus to the next customer-in-the-making.