Having some message (video, photo, app., whatever) related to a product or company go viral has been the Holy Grail for marketers for several years now. Despite countless attempts and millions of dollars spent there is still not a science to making the exponential spread of a firm’s message over the ever-growing universe of web, mobile, and yes, personal platforms. Very few have had the success at attempts at “virality” as say, Carlton Draught’s “Big Ad,” but the handful that do tend to have a handful of things in common. As noted by my friend Mark Rogers of Dolcinema.com an ad needs to be:
· Creative, in a way consistent with the brand’s image
· Released by a company that is committed to being part of the “conversation”
· Easy to share
· Complete with a hook that resonates with the target audience
You’ll notice that Cartlon’s ad hit all the high points here. As an exercise in sorting out what makes a video viral, I like to give my student a few ads, some that have clearly gone viral, and others that are also-rans and ask them why a particular effort was or was not successful, and relate their thinking back to principles of marketing that they are studying. Once they seem to have a grasp on this, I’ll send them to an innovation monitoring website like www.likecool.com and ask them to conceive a viral campaign for one of the interesting new products that are highlighted there. (I have them do a storyboard or script, but if you’ve got the time and hardware actually producing something would, obviously, work too.)
You’ll be pleasantly surprised as to the quality of the teaching moment this provides. And, yes, it works for adult students as well as traditional 18-21’s.
From:
http://www.pearsoninsideguide.com/marketing/dashboard
· Creative, in a way consistent with the brand’s image
· Released by a company that is committed to being part of the “conversation”
· Easy to share
· Complete with a hook that resonates with the target audience
You’ll notice that Cartlon’s ad hit all the high points here. As an exercise in sorting out what makes a video viral, I like to give my student a few ads, some that have clearly gone viral, and others that are also-rans and ask them why a particular effort was or was not successful, and relate their thinking back to principles of marketing that they are studying. Once they seem to have a grasp on this, I’ll send them to an innovation monitoring website like www.likecool.com and ask them to conceive a viral campaign for one of the interesting new products that are highlighted there. (I have them do a storyboard or script, but if you’ve got the time and hardware actually producing something would, obviously, work too.)
You’ll be pleasantly surprised as to the quality of the teaching moment this provides. And, yes, it works for adult students as well as traditional 18-21’s.
From:
http://www.pearsoninsideguide.com/marketing/dashboard
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