Nov 30 2007
Creating a Viral Marketing Campaign
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.
6 Responses to “Creating a Viral Marketing Campaign”
Thanks for that lovely video. My husband and I really enjoyed it. What a shame all ads.weren’t like that one!
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.
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 😉
That is VERY clever. Where can I get one of those razors? My DH always seems to be scratchy! LOL.
Lightening – it’s incredible how life like it is!
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