14-May-2010
Viral Marketing - What is it?
Viral marketing is a
marketing method, which relies on people to personally pass along a
marketing message through word of mouth or by other communications
means.
If done correctly, it can be a very easy and cost effective way of utilising your database for referrals.
What is really important is how you manage the increase in traffic from the viral campaign. It is imperative that you have a system in place that measures the success of the campaign and automatically captures the details of people who view the it.
Be warned, if you are sending traffic to a website make sure that it reflects your business well.
Please feel free to forward this on to all of your friends and colleagues...hint hint!
Here are some great campaigns that have achieved amazing results to get your creative juices flowing.
Here are some examples of viral campaigns made on a low budget:
2002 FIFA World Cup
If done correctly, it can be a very easy and cost effective way of utilising your database for referrals.
What is really important is how you manage the increase in traffic from the viral campaign. It is imperative that you have a system in place that measures the success of the campaign and automatically captures the details of people who view the it.
Be warned, if you are sending traffic to a website make sure that it reflects your business well.
Please feel free to forward this on to all of your friends and colleagues...hint hint!
Here are some great campaigns that have achieved amazing results to get your creative juices flowing.
Here are some examples of viral campaigns made on a low budget:
2002 FIFA World Cup
This photo appeared during the 2002 World Cup, on the cover of a British newspaper "The Mirror”. The photo shows members of the Argentinian defense with woman’s handbags in front of a goal. This image was popular on the internet and although it wasn't a direct marketing plot of FIFA World Cup, it did help to further heighten the already global prestige of the event.
Will It Blend
Will It Blend
Utah-based company, Blendtec, began distributing a series of infomercials under the title "Will it Blend?". The company's co-founder, Tom Dickson, blends an assortment of items including golf balls, marbles, and more importantly an iPhone to demonstrate the strength and durability of his blenders. The "cheesy" infomercials became an instant sensation garnering more then 100 million online views between the Blendtec website and YouTube. Since the launch of these videos, Blendtec has seen an "exponential increase in sales" including a five fold increase in online revenue.
Transport for London
Transport for London
Transport for London launched its "Do the Test" campaign in 2008 to raise awareness among vehicle drivers of cyclists on the road. They were only targeting 150,000 people around the London area; however, their brilliant video attracted many more. After the first month of the campaign, the video garnered over 5.5 million views. It became the 4th most popular video in the world according to the Video Viral Chart, the second most blogged about video in the world for March 2008, and has generated more than 6.7 million views on YouTube alone!
Geico
In April of last year, Geico began a new Internet-based campaign to broaden their online presence. To do this, The Martin Agency plans to parody nine popular YouTube videos. The first of these involves the "Numa Numa" guy dancing to a remixed version of "Somebody's Watching Me." The video has attracted nearly 2 million views on YouTube.
And here are some of the possibilities you can do with a larger budget.
John West
And here are some of the possibilities you can do with a larger budget.
John West
This was one of a series of ads by John West Salmon that appeared on the Internet in late 2000. The "Bear Fight" videos have gone on to attract an astonishing 300 million Internet views according to the BBC, and it is not difficult to see why. It's hand-held, low budget, realistic feel will come hand in hand with the term "viral" for years to come.
Agent Provocateur
It is not difficult to see how this glossy ad by risque lingerie brand Agent Provocateur became an Internet sensation. At the height of her global career comeback, Kylie Minogue left little to the imagination in this salacious, yet effective promotional stunt.
Trojan Condoms
Trojan Condoms launched a website called Trojan Games in 2003 which followed a series of Olympic-styles events based on sexual performance. The various Trojan Games videos have been viewed over 300 million times and have helped to, ahem, "stimulate" public discussion about the brand.
Carlton Draught
Carlton Draught wanted to produce an ad that would grab the attention of the world. The result: "The Big Ad." The ad went viral, forcing the beer company to scale back its broadcast television ambitions due to risk of over-exposure. Within 24 hours of its release, the ad attracted more than 162,000 views, and after two weeks it had garnered over one million views.
Cadbury Dairy Milk
Cadbury's wildly popular "Gorilla" campaign is solid evidence that clever advertising can create short memories. At the start of 2007, Cadbury was in the midst of a PR nightmare after a major Salmonella outbreak that occurred at one of Cadbury's factories. Later that year Cadbury launched its "Gorilla" campaign to reignite interest in the company. The ad was a huge success on broadcast television and instantly made its way to the web. After its first week on Youtube, the clip received over 500,000 views. By the end of 2007, the clip had been viewed over 6 million times online. Approximately 70 Facebook groups have been created celebrating the campaign, as well as a host of parodies and spin-offs. Following the release of the campaign, YouGov reported that 20% more people looked favourably on the brand than before. The campaign's viral presence helped to increase sales around the world from Britain, to South Africa, to Australia and New Zealand.
That's all for now... And remember don't forget to forward this on to everyone you know!
Regards,
Dena Dillon
Piper Digital Marketing
Agent Provocateur
It is not difficult to see how this glossy ad by risque lingerie brand Agent Provocateur became an Internet sensation. At the height of her global career comeback, Kylie Minogue left little to the imagination in this salacious, yet effective promotional stunt.
Trojan Condoms
Trojan Condoms launched a website called Trojan Games in 2003 which followed a series of Olympic-styles events based on sexual performance. The various Trojan Games videos have been viewed over 300 million times and have helped to, ahem, "stimulate" public discussion about the brand.
Carlton Draught
Carlton Draught wanted to produce an ad that would grab the attention of the world. The result: "The Big Ad." The ad went viral, forcing the beer company to scale back its broadcast television ambitions due to risk of over-exposure. Within 24 hours of its release, the ad attracted more than 162,000 views, and after two weeks it had garnered over one million views.
Cadbury Dairy Milk
Cadbury's wildly popular "Gorilla" campaign is solid evidence that clever advertising can create short memories. At the start of 2007, Cadbury was in the midst of a PR nightmare after a major Salmonella outbreak that occurred at one of Cadbury's factories. Later that year Cadbury launched its "Gorilla" campaign to reignite interest in the company. The ad was a huge success on broadcast television and instantly made its way to the web. After its first week on Youtube, the clip received over 500,000 views. By the end of 2007, the clip had been viewed over 6 million times online. Approximately 70 Facebook groups have been created celebrating the campaign, as well as a host of parodies and spin-offs. Following the release of the campaign, YouGov reported that 20% more people looked favourably on the brand than before. The campaign's viral presence helped to increase sales around the world from Britain, to South Africa, to Australia and New Zealand.
*****
That's all for now... And remember don't forget to forward this on to everyone you know!
Regards,
Dena Dillon
Piper Digital Marketing
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