Date post: | 15-Jan-2015 |
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How to Make an Ad or Promotion go Viral?By: Gautam Chawla and Sahaj Cheema MBA Students at Shulich School of BusinessSocial Media Enthusiasts
http://www.linkedin.com/in/gautamch http://www.linkedin.com/in/sahajcheema
“A guide for creating a successful viral campaign is as effective as a tutorial on how to win the lottery” Christian Haas (Designer & Entrepreneur)
3,000,000,000 Videos viewed on YouTube everyday
1,000,000 Links shared on Facebook every 20 mins
250,000,000 Photos uploaded on Facebook everyday
300,000,000 Tweets on Twitter every day
http://www.youtube.com/watch?v=kgX_IJPOifs
Jenifer Aniston’s Smart Water Ad
What is Virality?
Word viral means continuously duplicating
Content which gains widespread popularity through the process of Internet sharing.
Virality = Compelling Content + Effective Execution
What Content?
Examples of Viral Content
NETNOGRAPHY
What gets attention?
Hilarious: Amateur videos, Parodies, Remixes, Memes, Bad dancers, Baby reactions, Expressive pets.
Unbelievable: Stunts ,Gimmicks, Supernatural
Emotional: Awe! Touching confessions, Parenting
moments, Proposals, Drama, Anger, Motivation.
What makes stuff go viral?
Offbeat: Honest, Original, Creative – Sony Bravia, Samsung LED, Johnny Cash Project, Best Job in the world.
Embarrassing: Bimboes, Celebrity Goof Ups!, Wardrobe Malfunctions, Falls and Mistakes!
Provocative: Attractive people doing Anything!
Any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence
Viral Marketing
Why it makes sense?
Low cost promotions that can garner high visibility Can be used for testing and experiments If successful can have reach a widespread audience Great way of getting back customer feedback
Return on Investment
Viral marketing is a way to get value beyond the cost.
Content that passes CMC sees benefit of Network effect.
Network Effect: Value of each potential sharer is proportional to the number, N, of other individuals he or she can connect to.
Tactics for Viral Marketing
Make it short: Break down long stories into bite-sized clips
Design for Remixing: Create content that can be remixed over and over again.
Don’t make an Ad: if a video feels like an ad, viewers won’t share
Use fake headlines: make the viewer say, “Holy shit, did that actually happen”
Appeal to sex: if all else fails, hire the most attractive women to be in the video.
Optimise the title: frame at the very middle is interesting
Strategic Tagging: three or four unique tags, control over “Related Videos.”
Process behind the promotionReach out to influential bloggers, gain access to readershipPay them to post your content Post in relevant blogs with option to comment on content
Start new threads and embed videos or photos Kickstart conversations by setting up multiple accounts
Person of authority tweets content to gain visibility. Ensure the content gets retweeted and shared by viewers
Share Share Share. Create event to announce video launch share with network. Tagging the video
NIKE HYPERDUNK KOBE BRYANT ASTON MARTIN
http://www.youtube.com/watch?v=BIWeEFV59d4
Kobe Bryant Nike Jump Campaign
The Jump Video
Attracted over 5 million views
Created a buzz whether the stunt was fake
Creatively leveraged all brands
Campaign was a success
The Dark Knight
The Dark Knight Viral Marketing
Largest viral marketing campaign in Hollywood history
Fans participated to uncover more information about the movie
“Real live recruiting into Joker’s army via cellphones hidden in cakes”
Carefully planned and executed over a period of 6 months to maximize the buzz at launch
Dark Knight’s Promotional Campaign
http://www.youtube.com/watch?v=cD-HRI-N3Lg&feature=player_embedded#!
Our Attempt at Virality:“Sh*t We Say”
http://www.youtube.com/watch?v=1ikCkQvUNEw
Thank You and Keep Sharing