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Viral Marketing. (That’s an ad?) January 25, 2013

Posted by mattfarmer in Copy writing, writing.
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old spice 1There are two forms of marketing which are very effective, and yet very hard to pin down to a strategy. One is guerrilla marketing, and the other is viral marketing. Lets have a look at viral marketing.

Viral marketing is when an idea, a video, or a tweet, or a picture, is circulated around the internet at the speed of thought, exposed to millions of people, and remains in the social consciousness for a long time afterwards. Just think of the ‘Old Spice Guy’. The commercial first aired during the 2010 Superbowl in the USA. The ad, on you Tube, had close to a quarter million views in the 2 hours after the Superbowl, and was increasing 100 000 every few hours after that. The ad was so well thought of, it even garnered positive responses on 4Chan!

Following on from the success of this, the marketing company behind this viral hit then had a 2-day marathon of video responses to questions raised on Twitter. Again, this was a huge success. Responses came back to the twitter questions with amazing speed and hilarity. The company earned nearly 11 MILLION video views, 29 000 Facebook fans and 58 000 new twitter followers. And, to hammer home the point of the viral marketing aspect, and how popular it was, the actual Old Spice product was barely mentioned in any of the video responses.

More recently, Dick Smith has been the fortunate recipient of viral advertising. A funny, tongue-in-cheek ad he created for Australia, playing off his name, encouraging everyone to eat his Australian made products, or, ‘eat dick for Australia day’, was banned from prime time early evening TV because it contained potentially offensive material.  dick_smith_ad_640x360

This news hit the internet, and almost immediately people were posting links to the ‘uncut and original’ ad on social media. Dick had interviews on talk shows, and on Sunrise, the hosts even congratulated him on having his ad shown on their show for free.

There is, of course, a formula to viral marketing. But, it is a formula whose ingredients are volatile and may not mix well. You need the right balance to make it work. You may have seen companies try and build a viral marketing campaign and fail. One of the best (or worst) examples was when the Chevy car company in America, opened it’s advertising space for people to make their own commercials for the newly launched SUV, the Tahoe. You could choose from different clips showing the vehicle doing, SUV stuff. You could run them in any order, have inspirational music, and then put your own messages up there.

You can possibly imagine the result when The Internet had finished with this marketing campaign. If you would like some help imagining that, have a look at these great examples – Great Padded Cell, or this one, encouraging you to Murder Your Family , language warning on that second one.

A viral marketing campaign, as I said, has a formula, but is not something that you can force, crowbar into popular culture. You need a reason for people to share it- an emotional connection, a ‘what the…?’ reaction, something is really funny and witty. You need the call to action to be subtle (depending on your message). That call to action can be to actually share the video, or as in the case of ‘Help for Paws – how and iPhone saved the lives of 5 puppies‘  the call to action is obviously- donate NOW! And, you need a good story to go with it. It needs to be compelling, hold your attention and make you want to watch all of it.

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Guerilla Marketing (What did I just see?) January 25, 2013

Posted by mattfarmer in Copy writing, writing.
Tags: , , ,
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This is one of those phrases which, ironically, is hard to pin down to a definition. It is not Viral Marketing, which we will look at in a future blog post, it is more having your brand seen, often in sneaky and cheeky ways.

How many times have you seen a bunch of guys, painted up and chanting at a sporting event? If you are in the crowd, you are looking right at them. If you’re watching TV, chances are the cameras have focussed on them during a lull in play. What if those guys were wearing something with your brand on it? Not blatantly out in the open, but some branded shorts, or a flag in team colours and your company’s name on it? Suddenly, your brand name has reached millions of people, depending on the sport, and you haven’t had to pay a cent in sponsorship money.

Have you ever seen large golf umbrellas at the 18th hole on a PGA play off? The camera shows a vision of a professional golfer, concentration etched on their face. And in the back is an umbrella, in distinctive colours? You see a red umbrella with a swirl of white you think- cola. If you saw an orange umbrella with a white arrow? FedEx. Was there an actual paid commercial for either of these companies? Probably not.

There is a trick in making sure you are casually sitting where the camera will see you in the background. If you see a reporter on the street, standing behind hem but in the line of sight of the camera, with a logo visible, and there you have it. Or, as I have often seen on the morning breakfast shows, the windows which open on to the public, so you can see them live to air. Well, the people on the other side of the camera can see you too, waving and on your mobile phone. So why not take advantage of that and have a sign, a colour scheme, a printed t-shirt?

A fantastic example of guerrilla advertising was during the Sydney Olympics. The Triple J radio station held a competition – Beat The Drum. If you could get their Drum logo show to the widest audience possible, in a legal way, then you would win your rent paid, for a year, or all your bills paid for the year. The winner was a person who had seats right behind the medal podium at the swimming. Every time athletes stood there to get their medals and sing their national anthem, there was the Triple J drum logo.

Triple J paid nothing for the campaign, and trust me, there were plenty other attempts to get the logo out there. A woman on the Sydney foreshore with body paint; signs on busy freeways; costumes at rock concerts. Sure, there was a cost in the prize, but to have so many people getting their brand and logo out there?

It can be hit and miss, but if you can pull off an ingenious, subtly, but telling guerilla marketing campaign, the money made for very little outlay, could be significant.

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Guerrilla marketing gone wrong, with this man arrested at the 2004 Athens Olympics