I would go for a press release but save money by doing it yourself and use one of the many many free step by step press release guides... such as ours:
http://www.10yetis.co.uk/newsletters...s-release.html
:-)
My two penneth is to probably avoid viral if you are looking to "kickstart" your marketing and want an immediate return.
When starting out most people need something with an immediate impact and viral traditionally takes a few months to get going and then flies like the wind... but the first few months can be frustrating whilst waiting for shizzle to happen.
Hope this helps.