Viral marketing and methods of its success (part 2)

This is a continuation of an article about viral marketing. The first part of post you can find here PART 1.

Today there are many examples of successful and not so campaigns attempt to use modern information technology. We can consider successful examples of viral project implementation for better process understanding and following rules formulation for promoting such marketing campaign.

One of the most successful campaigns which were held recently is the advertisement of Old Spice Company, which advertised shampoo for men. This campaign was promoted basically with the help of video clip on TV and Internet. In promotional videos presented by company were o lot of fun, incredible transformation, but the basic idea was to show that scent of shower gel and deodorant Old Spice can transform beloved man into true embodiment of woman dreams. Also, the campaign created accounts in popular social networks, where they gave in the form of video answers to the fan. As a result, this advert has brought the brand not only the first position among sales, but also Cannes Grand Prix in advertising.

Another interesting example, different from the previous one, is the story about web site million dollar homepage, which helped its creator without significant efforts to earn over one million dollars. This site was created by Alex Tew in 2005. Home page was divided into small parts and each of them cost $1. Everyone could buy at least 10 such small parts, fill them whatever he/she wanted and also put a link to own page.

The novelty is primarily appreciated on the Internet. That is why various annoying things were popular in the Internet, but consumers tired from them. Alex’s idea was not new, but he could turn brazen making money into interesting idea. In combination with a very law barrier to entry for advertisers who aimed to capitalize on fame, this is one of those ideas that sound humorously, but works.

Also, to outline some principles of viral advertising it should be mentioned unsuccessful examples of viral campaigns. For instance, Starbucks and their ads of free iced coffee for friends and employees’ families is one of such examples, when the effect of advertising was unexpected. Starbucks was aimed with the help of chain reaction to encourage friends and employees’ families come to the coffee house and take free iced coffee. But when advertising spread beyond the campaign output was greater than expected and the corporation had to revoke the promotion.

Another example of failed viral advertising is the campaign of Lipton Ice Tea, which Internet-video could not gather even hundred views per working week. After an extremely successful dance movie with Hollywood star Hugh Jackman, the company decided to develop a new object – dances. The video, which appeared on the network, was obviously created to get a viral effect: it shows a man at the bus stop, who after drinking Lipton Ice Tea starts to dance startling others. However, after some time only 91 persons watched the video, so the effect of the advertising is almost missing, not to mention its viral nature.

Thus can be defined the basic requirements for viral advertising:

  • Marketing message should be formulated in order to receive the least number of attacks or negative audience feedback.
  • Using social network for its own purposes, campaign should not try to limit comments on its page, but conversely, it should create a topic for discussion for more effective and dynamic bilateral communication.
  •  Campaign should never deviate from its key idea and remain genuine, transparent and follow its overall image.
  • Viral advertising should be an integral part of the campaign, because the effect will be lost if the reason of its conducting is caused by trend or actions of competitors.
  • The launch of viral advertising better to entrust professionals, because viral marketing needs a special approach, and therefore experience and skills to use it.

In conclusion it should be said that idea of viral advertising first of all must be fresh and should use humor to improve its effectiveness, because people perceive such advertising better and it is also better promoted through social networks. Besides, the company, which uses viral advertising, should always control the outcome of its actions, as the final outcome can depend on it.