Non-traditional and viral marketing campaigns raise questions about the content status of advertising and the authenticity of commercial art. This panel discussion will consider the challenges of engaging audiences in non-conventional ways, looking at the status of viral media and the nature of non-traditional marketing campaigns. Berkman Center Fellow and Convergence Culture Consortium consulting researcher Shenja van der Graaf will moderate the converation with Natalie Lent from Fanscape and Mike Rubenstein of The Barbarian Group. Co-sponsored by the Convergence Culture Consortium