Going Viral
September 8, 2008 by OA Group
I’m on the bike at the gym right now, blogging from my blackberry (what can I say, life’s been busy since the transition). And I wanted to talk about viral marketing. Here at OAG we’ve done our fair share of traditional media buys on every platform you can imagine (TV, Radio, billboards, Search Engines, et al), however very few things excite me as much as a well executed viral marketing campaign. So what factors determine whether a viral campaign is successful?
Here are three prerequisites you have to have:
1. Timing and Targeting Positioning you viral campaign at the write time is vital if you want it to catch on. Examples of this are: Santa Claus pranks during the holiday season or new product launches during New Years. Targeting is also very important, keep in mind that there are more online video sites than Youtube. Some of the best viral campaigns I’ve seen have started on Vimeo and Break.com.
2. Entertainment level If the video is boring, NO ONE IS GOING to watch it, much less send it to their friends. Make sure your campaign is either funny or extremely intriguing.
3. Clarity You viral campaign could be shown to the right audience at the right time, however if the message isn’t clear it will simple be ignored. One of the companies that did a great job of this recently was ZAGG. ZAGG manufactures protective iPhone and iPod cases, and they produced a great viral campaign that spread all over the web, one of the clips is below.
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