Inflatable flying clown fish This inflatable flying clown fish "swims" past a fish tank in Air Swimmers' hit viral video
How do you tell the world about your remote-controlled flying fish toys?
Go the traditional route of advertising in print, on TV and online at potentially great expense, or simply make a video?
"It took about a week to film," says Mark Forti, of William Mark Corporation, the California-based company behind the toys. "And it really didn't cost anything. We just went around town doing pranks with our inflatable shark."
The video attracted millions of views in the first few weeks, he says.
"All of a sudden, the entire world knew about our product - we were flooded with emails and sales soared," says Mr Forti.
"If the video gets traction, there is no better return on investment. For almost no money, you can reach the world.