Creating a viral marketing campaign

Nov 30 2007

Published by Meg at 11:42 pm under Humour, random

A few days ago I read a highly controversial, but very interesting, post on TechCrunch by Dan Ackerman Greenberg, about the marketing of “viral” videos, or rather - a behind the scenes look at how the hype is created. When I say it was controversial, there were 500 comments on the post. Dan took a bit of a caning over it, and posted a follow up piece.

I’m not naive enough to think that these things just “happen”. Well, sometimes I guess they do. But the big brand stuff - certainly there’s a well thought out campaign behind those. Dan’s expose was certainly enlightening though.

I was sent the following video, which has had over 2 million views on YouTube. It’s a 2 minute trailer for Wilkinson shavers called “fight for kisses”. It has exceptionally high quality digital animation and I daresay it was insanely expensive to produce. But with the exposure on YouTube, email forwarding, and the purpose built website - think of the branding.

The baby is just so cute, it’s humourous and bound to appeal to parents. I hope you enjoy it.

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6 Responses to “Creating a Viral Marketing Campaign”

# Marleneon 01 Dec 2007 at 11:13 am

Thanks for that lovely video. My husband and I really enjoyed it. What a shame all ads.weren’t like that one!
# theAtypicalon 01 Dec 2007 at 2:50 pm

I found the article you mentioned at Digg a few days ago and found it very interesting how marketing companies do promote their message. Multiple accounts creating fictitious online arguments.
I am now very suspect about witnessing online trolls now.
# Megon 01 Dec 2007 at 4:14 pm

Marlene - I’m glad you enjoyed it.

theAtypical - Yes, it’s hard to know what’s contrived. Still it kind of restores my faith in humanity a bit - to think that perhaps people really AREN’T that petty
# Lighteningon 01 Dec 2007 at 7:45 pm

That is VERY clever. Where can I get one of those razors? My DH always seems to be scratchy! LOL.
# Megon 02 Dec 2007 at 7:20 pm

Lightening - it’s incredible how life like it is!
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