RootPhi just finished up a web project with top selling author Bob Sutton.  To promote his new book, The No Asshole Rule, RootPhi developed a series of viral promotional strategies that surpassed conventional publisher promotion methods. 

ARSEMail, one of our web based promotional concepts, was unveiled on Guy Kawasaki's Blog.  RootPhi collaborated with the great people at Electric Pulp  to develop web-based "e-cards." 

Bob's Description of the ARSEmail Ecards:

"You have a choice of sending one of two cards, one to help someone who is dealing with an asshole, OR the other to apologize if you have been asshole.  You can send a personal message with each card.  Plus the card about dealing with assholes has some tips, as well as a link to my post on tips for victims of workplace assholes.  You pick your card, write your message, and then send it. "

Since the inception of Bob's viral marketing efforts for his book, The No Asshole Rule has reached the 10 ten most sold books on Amazon and continues to be a major success.