Point in case - the idea of such a site itself is VIRAL !! (Refer Purple Cow / IdeaVirus concepts by Seth Godin)
If one user uses, HE/SHE (both) will publicise their wedding (micro)site ... thereby publicising the FirstPhera site itself .... The site too is good with some good features and links to shopping sites for shopping as well as gifting ...
Referral Credit: Hemant