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Going Viral

Going Viral. Barney Lund & Shan Grimmius. Definition.

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Going Viral

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  1. Going Viral Barney Lund & Shan Grimmius

  2. Definition • The reality is that no agency can create viral marketing, this is the sole domain of the consumer. Viral marketing is what happens when a campaign works -- when we allow their message to travel via our own super efficient conduits. Perhaps it is entertaining on its own terms, divorced from the message.”1 1Penny Arcade

  3. Successful Impact • Blendtec “Will it Blend?” • Old Spice “The Man Your Man Could Smell Like” • Orabrush • Hotmail

  4. Neutral Impact • Cadbury (video) • Subservient Chicken (site)

  5. Negative Impact • Walmart “Fake couple” • Aqua Teen Hunger Force “Great Boston Bomb Scare ’07 • Snickers “Mechanics”

  6. Lessons Learned • Good advertising doesn't rely on tricking, lying to or deceiving your target audience. • The consumer is smarter than you think, alternative marketing tactics must be genuine, authentic and in today's world, transparent. • Today's interest in brand politics means that everything you do will come under scrutiny from someone. • Involve your consumer in the brand conversation, give them the tools to do so and they will repay you four-fold.1 1Noelle Weaver

  7. Consumer Behavior Still Applies • Positive Ad + Viral = Positive Brand Attitude Impact • Viral = Possibly No Brand Attitude Impact • Negative Ad + Viral = Negative Brand Attitude Impact • Higher irritation levels (and thus lower likeability) tend to portray an unbelievable situation, a “putdown” person, a threatened relationship, graphic physical discomfort, tension, an unattractive or unsympathetic character, a suggestive scene, poor casting, or a sensitive product with a product-focused message.

  8. Consumer Behavior Still Applies (cont.) • Irritation levels were lowered when the commercial included or conveyed a happy mood, a warm mood, a credible spokesman, humor, or useful information. • Attitudes to the ad tend to be higher if the ad… • is more credible. • evokes positive, likable feelings. • uses humor. • uses relevant or liked music, sex appeal, or other such executional devices. • uses likable and attractive celebrities. • uses endorsers of the same race as the target market. • doesn't have excessively high levels of fear. • is for a brand the consumer already likes. • contains useful information, but not too much to make it boring. • is interesting and (reasonably) complex. • contains information that is itself liked (e.g., about a special deal). • is placed in a media environment that itself is liked.

  9. How do you guarantee success? • You don’t. • Be skeptical. (People that ‘specialize’ in viral success are usually specializing in taking money and making promises) • The vast majority of viral campaigns fail. • Sound familiar? • Think like a VC, act like a VS (Viral Scientist) • Experiment (not just with friends/family) • Don’t fall in love • Apply NISI • Make sure it’s scalable • Again, be skeptical

  10. Questions?

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