This document describes a large-scale field experiment conducted to compare the effectiveness of viral marketing to traditional media promotions. The experiment was conducted by a cosmetics company launching a new nail polish product called Nic's Sticks. The product was promoted through three channels in parallel: magazine advertisements, free-standing inserts in newspapers, and a viral marketing campaign. Each promotion included an identical $1 off coupon, but with unique redemption codes, allowing the researchers to compare redemption rates across channels. Data was also collected from over 4,000 members participating in the viral marketing campaign to analyze social interactions and identify the most active members. The goals of the analysis were to 1) compare effectiveness of viral marketing to traditional media, 2) understand the