Category Archives: Advertising

When will This Go Viral?

This is a lovely video worth watching. It gets the point across and still make you smile. Powerful stuff for a market that is struggling in North America’s deep recession. This is a high production video and a lot of work went into pulling of this sight-gag. How could you take the same idea and produce it more cost effectively? Surprisingly it is a dormant viral video with only 6200 views to date

Typical Use of Youtube to Create Content

Ok this is very funny and also painful in parts because it’s so accurate. However the real power of the piece is how most of the comments mimic the piece. This is one of the only examples of Youtube comments actually make the video viral potential even stronger. Check out some of the posted comments below before and then after the video. If you want see even more comments go to the Youtube page for a ton more.

COMMENTS:

Here are some of the better one.

Unoriginal comment about how the number of people who disliked this video are either Justin Beiber fans or somehow related to the movie in hopes of gaining the most thumbed up comment, thereby completing my dull and meaningless life.

@tchanabc attempt at wittly reply in order to gain multiple amounts of likes

Stupid quote from the video in order to obtain the highest amount of thumbs up possible.

LEAD FEMALES NAME!!!

Old Spice Graver

Even Sesame Street is getting into the act. Will it go viral or is the life of the amazingly successful Old Spice Viral campaign gone the way of all advertising.

Lets see what the numbers look like for Grover in a week. Right now Grover is clocking in at just under 200,000 views. Not a bad showing but still far from a viral phenomena.

The Viral Formula Revealed

I went to a great info MeetUp event the other day. It was all about viral marketing and how to get it to work. Tod Malfin gave the presentation and he covered a slimmed down client presentation PP show relating to organizing and planing for a successful viral marketing campaign.

I took some notes on my Blackberry as others typed away on their iPads or clutched frosty beers. It was fascinating to see some of the best viral videos from the past several years being deconstructed and broken down to their essential parts.

What we discovered was that most viral “fails” are missing some of the elements that Tod thanks need to be included for success. Check out my notes below and then tMedia’s website or go to this link from the PP presentation (thanks Tod) and if that’s not entertaining enough, look for more great viral samples and stories in the column on your right.

Based on my notes here is what you need to be aware of.

  • One theme (concept) is best
  • Weird is better than normal
  • It has to either Silly, Serious or Amazing
  • Have to match audiences with the content
  • Reward must be given to people who share
  • Make it a series and up the concept each time
  • Use social media to get feedback and to push awareness
  • Some viral videos sit dormant for months and then explode
  • Use highly connected Twitter people to spread the message

Check out this Doritos ad for a company who does it right with over 6 million views.

Pure Planet explained

Here is a great viral video showing how you can save the planet and save your company money. This seemingly simple statement is explained in clear and understandable script which is driven by a wonderful animated character.

Check it out I think you will like it. It’s entertaining as well as informative. Don’t forget to become a fan at the end of the message since this is the whole purpose of this marketing device.

About Pure Planet from Pure Planet on Vimeo.

Old Spice by the Numbers – Case Study

Here is a followup on the Old Spice viral ad that took the internet by viral storm.

Now you can look at this fun and engaging case study that brings to light a lot of great facts. It also gives you a behind the scene look at the team working the response campaign that pushed the Youtube views to over 20 million in one week. The bottom line figures are staggering and I bet there are a bunch of ad agencies, bean counters and other cosmetic brands that are just blown away by these numbers.

When a Commercial Becomes Entertainment

I would be great to get more ads that looked like this. The big brands have the budgets all they need is the guts to let people create concepts movies that feature there product but also entertain the audience. Here are 5 examples of the commercial as cinematic art.
BMW and the Action Thriller – 9 Minutes 30 seconds long

Hovis Bread and a Historical Autobiography of England – 2 Minutes 3 seconds long

Coke Japan and Blade-Runner style – 1 Minute long

Interesting side note to this last commercial. I was working for the ad agency that made this piece and got to work with the guys that sold these amazing ad concepts to Coke’s head office in Atlanta. I think the budget was around $800,000 for this one.

The Happiness Machine

If you plan to do a viral campaign learn from some of the best. Check out this video. It’s an awesome example of how to take a great idea and get millions to watch it on the web. Coke’s original goal was to beef up its digital activation platform.The plan was to release seven different pieces of content, iPhone and social media applications, wallpaper screen savers and a video that we hoped would go viral. “The Happiness Machine” web video started out as just a piece of digital content, a dose of happiness.