On May 6th, Pedigree UK launched its 2010 adoption drive with a viral video campaign about an abandoned dog named Charlie. The story of Charlie is told one video at a time, with the next part of Charlie's fate only shared after the current part receives 25,000 views. For every view, Pedigree will donate £1, up to £100,000. Episode three, "The Long Walk," was just released. As of now, we don't know whether or not Charlie will be euthanized. Charlie doesn't deserve this; no dog does. We need to find out what will happen to Charlie, and each view gets us closer to finding out and helping animals at the same time.
Tag: viral video
Have you ever watched a video on YouTube and wondered how it could have gained more than 1,000,000 views? Many brands ask themselves the same question: How can we generate the same kind of viral video success as the baby dancing to Beyonce’s “Single Ladies” or the wedding party entrance dance that crazed the nation? Brands should mimic everyday people that have had success in viral video—yet construct and disseminate videos in a way that does not lose sight of the fact their purpose is twofold: to entertain and spread a marketing message.
Last year, those Evian roller babies skated their way into the pages of the Guinness World Records as the most-viewed online advertisement in history, with what the company now claims is more than 100 million views. But one achievement it did not pull off? A boost in U.S. sales. Evian lost market share as sales dropped 28 percent in each of the first two quarters, although it reduced those declines to 26 percent in the third quarter and 19 percent in the fourth, according to Beverage Digest.
If you’re a soccer fan, you’ll understand. If you’re not, well, suffice to say that Europeans (Italians, especially) are (in general) crazy about soccer. So when Heineken staged a fake classical music concert at the same time of a crucial Real Madrid vs. AC Milan game on October 21st, there was no chance that any real soccer fan would be there…except if their girlfriends, professors and bosses convinced them (by all means necessary) to attend. What happens next is sheer hilarity, and a nice example of a high-budget guerrilla marketing campaign from Heineken. Suffice to say that over 1100 soccer fans got swindled, 1.5 million people saw their reactions on live TV, and Heineken received 5 million visitors to the site devoted to the event, and a great deal of news coverage for their troubles.
It's a risky strategy at best because it can result in millions of dollars worth of free publicity or it can backfire. Frankly, the new Reebok ad, doesn't seem interesting enough to have much, umm, staying power. Brands including Budweiser, Ford, Levi's and Mastercard have been accused of producing their own sub-viral ad campaigns and unleashing their PR firms to spread the word about them. Sometimes, the ads are carefully shot to look like they were done by amateurs, sometimes they are painstakingly made to look like the company's real ads.
Happiness is contagious, and that "contagious" quality is where design meets the market. Coca-Cola's Happiness Machine video is a perfect example of how viral happiness can be. The brand's first viral venture captures what happened when they placed a very special vending machine on a college campus. The video launched on January 12 and topped a million views today based solely on people sharing the video through Twitter, Facebook, blogs, and word-of-mouth. The people in the video and people spreading the video will forever share a memory that cements the association of happiness with Coca-Cola.
In our discussions about what will happen in the digital marketing industry during the next 12 months, one overarching trend emerged: The basic rules of brand building are just as important for innovations in the digital space as they are for traditional forms of communication. Using new technology won't in itself bring success; your digital communications still need to be creative, engaging and relevant if they are to cut it during the second decade of this century. Here are the first five of our top 10 trends for 2010.
In 2009, I'd like to say we've all been inoculated from taking the viral metaphor to its extreme, but I've found the strain quite resistant in marketing circles. The "V word" is still cropping up with colleagues, clients, prospects and at industry events all too often. Perhaps it's no surprise, then, that a Jupiter Research report last year found that only 15% of advertising labeled "viral" is actually successful.
What do Ninja Turtles, Facebook, Hush Puppies and Pokémon all have in common? The answer reveals the secrets to creating a viral marketing machine. Back when I worked on the Hawaiian Punch business for P&G, we spent a fair amount of time analyzing how "fads" became popular with kids. We tried to understand what ignited meteoric "viral" success. We learned some ingredients of viral campaigns -- ease of acquisition, transition and novelty -- but we never really cracked the code of how to predictably recreate a viral marketing engine. For the last few years, there has been a host of books presenting research on how to create a viral marketing engine. These texts add insight into the dynamics of viral marketing, but they fail to define how to execute viral marketing well. How, for instance, do you realistically and reliably identify influencers or content creators or mavens?
One of the wisest bits of advice I've gotten in my advertising career came from an old creative director who once noted that "there's a reason 'America's Funniest Home Videos' is a top-10 show." His point, which predated You Tube's sneezing pandas and dancing babies by at least 10 years, was that the most popular entertainment is often the safest. Which doesn't make it bad or wrong or awful. It's just not cutting edge. It's something to keep in mind as we move deeper into a world of democratized content, one where consumers are their own editors and make the call as to what gets passed on.
If the ad campaigns on this week's viral video chart look familiar, they should: They've all been here before. In fact, many of them have been on the chart for a long time. The longest-running campaign, Cadbury's "Eyebrow Dance," is celebrating its 26th week on the chart and the second-longest, T-Mobile "Dance" is marking its 25th week. Microsoft's "Project Natal," meanwhile, is on for its 18th week in a row. Evian's "Rollerbabies" is on for the 13th straight week. Only three videos are new enough to be celebrating their second week in a row: Microsoft's Windows "Launch Party" video, Trend Micro's "Fearless Web" spot and MoveOn.org's "Protect Insurance Agencies" campaign. As you can imagine, it's quite a feat to add enough growth week after week to continue to maintain a presence.
A viral video focused on woman's boobs jiggling as she walks through a crowd around a pool has been making headlines, not because it's crude or exploitative, but rather because it's crude and exploitative for a good cause. "Save The Boobs" promotes a breast cancer research charity called "Boobyball" (here's the link to the really irritating web site), and it aspires to make the younger set more aware that the killer disease isn't the purview just of old people. Most of the reactions have been positive, whether in acknowledgment of using crass sexuality to break through ad clutter, or simply in adoration of Canadian TV host Aliya-Jasmine Souvani's, er, endowment. The point is to get people talking about the disease, and tens of thousands of YouTube views later, the viral video has certainly accomplished its goal. Or has it?