Draughting off a story from Womma.
http://www.womma.org/blog/2009/05/anatomy-of-a-viral-war-heineken-vs-bavaria/
Anatomy of a Viral War - Heineken vs Bavaria
It began with this Heineken ad, http://www.digitalbuzzblog.com/new-heineken-walk-in-fridge-tv-ad/, a hilarious take on what a walk-in closet should really look like. The ad proved very successful, and spread like viral wildfire.
Bavaria Beer responded with this spoof, http://www.digitalbuzzblog.com/bavaria-beer-spoof-ad-vs-heineken-walk-in-fridge/, and equally funny and successful viral ad, albeit playing on the back on the original ad.
Heineken has responded yet again, http://www.digitalbuzzblog.com/heineken-walking-fridge-viral-video/, with another take on the "walk-in" standard. DigitalBuzz says that this ad isn't "nearly as good," and though we don't necessarily agree with that point, we will see it is darn impressive to see a budding viral war.
Frankly, it shows great awareness by Heineken to not only piggyback off of their original viral success, but to realize that often times the best WOM elements result from a conflict (not always a good thing...Domino's...). In this sense, the conflict is a budding viral war between Heineken and Bavaria.
