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Going Viral – What Makes It Work

Posted: April 2nd, 2009 Author: Michael Regan

The major ad agencies have found viral marketing and, some at least, are getting it right.

Viral advertising is the ultimate example of Albert Lasker’s unwritten contract that the ad MUST entertain. For that entertainment we will view the advertiser’s message. With viral advertising, not only will we watch the message, we will share it with our friends.

But, there are rules!

Viral advertising grew out of the ‘DYI’ videos that were posted to sites like YouTube. Even when we know the ad took hundreds of hours and tens of thousands of dollars to produce – it must look as if it is something anyone could have done. It must not lose the ‘common touch’ that is the basis of the viral video.

And, the message must be subtle. Take this video for Geico. The product is never mentioned. The only reference to the product is the Geico spokes-gecko. And, even that is almost hidden in the background.

Getting your message viral can increase traffic to your site but more – it increases brand awareness. Keep the video entertaining and the product message subtle.

Here are a two more examples of good viral advertising:
Extreme Sheep Herding
T-Mobile Dance

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2 Responses to “Going Viral – What Makes It Work”

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