Saturday, May 15, 2010

Does virus marketing really help to sell?

Till the Music Business (tough by F.Selden) lesson on Friday I was absolutely sure, that virus marketing is one of the best advertising ways to talk with people and that you should definitely include it, writing a new advertising plan campaign for some product/ service/ music group or etc. Why? Because virus marketing has a dozen of good points. Here is my list of some of them:
Virus marketing provides an opportunity to break through traditional advertising fuss and gives an opportunity to reach audience more effectively;
If you are using virus marketing than product/service etc. don’t need to have resounding features to increase its visibility and create noise, because virus marketing already consists of communication components causing surprise and interest;
Unlike traditional advertising, virus marketing is not intrusive. On the contrary, people are willing to watch them in Internet and if it really works, then send this link to other Internet users. This is a very good word of mouth distribution technique.
Last but not least, it doesn’t cost any money. You don’t need to pay for space and audience attention.

To have really good virus marketing campaign, you need to follow some “rules”:
The most important thing is to create STRONG emotions (laughter, fun, sorrow, hatred). Virus marketing is 100% about feelings! Make something unexpected. Don’t make advertising, make story!
So far everything looks really great.

BUT! Let’s come back to advertising main purpose. There are a lot of various aims, but in terms largely there are 2 aims. The first aim is to attract more sales for the company.
The other one- help customers recognise the product of competitors. The second aim include a lot f other aims, for example, to build the overall company image, to effect immediate buying action, to create a reputation and etc.
My opinion is that the use of viral marketing depends from the main aim, it’s not for the entire.
The second thing about virus marketing („thanks, my teacher”) is to now, what are you going to do after you will put your video on Internet? OK, the idea could will be very good and the video will be watched more than 100 000 times, but what comes next and what will be the result of this video? You need to think about these thing BEFORE you make the viral. Whether it will be only one element? How does it fit into the overall advertising campaign? What comes AFTER the viral and what will be the RESULT of it?

I want to show 2 examples of virus marketing videos. One of them works, the other- no, but both of them are great and people love them!
The viral marketing video for the song "Here It Goes Again" by OK Go.
The video ir great and it has more than 2,682,760 views, 5,531 comments, 31,695 people added this video as a favourite. These guys get a contract because of its video („Thanks, teacher”), but nothing happens after that. The guys made an attractive virus, but they didn't consider about the next step. And what else- this video is sooo good, that they are now not able to surprise people with another such a great video. So, this example is like a Boom! And everybody likes that and everybody is looking it, but actually nothing else is happening. So the result of it is nothing. So, it’s a fail actually. One big „boom” and that it. The video now is living his own life and it doesn't help the band to reach some other goals on their career as a group. But anyway, this is a great example how you can build a video without a big budget behind it.

The second example of viral ad:
This video had an aim and a strategy. The aim I suppose is to show the companies attitude towards artificial beauty and it build the image of the company.
This video has more than 10,918,485 views,it has 5,364 comments and 39,664 people added this as a favourite. And what is more important- they follow their strategy. The company has defined the values and with this viral video they represent it.

Also, there are more than 10 videos who make an answer to „Dove” commercial, so people are really addressed in and they have their opinion (good or bad) about this commercial. So, this is an example, how viral marketing commercial fits into the whole strategy of company and reach the target audience.

Finally, I would like to say that you it’s a failure if companies uses virus marketing only because it’s modern and timely. It is really important to consider all the steps: the aim of the video, how it fits into the whole strategy and what will follow after it, it should be continued. People have just seen the campaign. They think, it was interesting, unexpectedly, and their emotions have reached a high level, the video has obtained their full attention. So what will follow? Of course it depends of the goal. Maybe it’s the right time to attract more sales for the company.
That’s all!

P.S. For the sweet dish...The teacher also showed a funny virus comercial example (parody) for the Beyonce song "Single Ladies". This video is watched more than the official video clip version :) Enjoy!


  1. khm I'm the only one who coment. And I can ofcourse also tell it you by phone, but in case if somebody read coments this is my point.
    1. exmpl. Nice song, nice video. And may be they are just making nice things, not thinking much about profits, money, fans and so on. Look at them. They do not look like bussinesmans. And this video is not without future storry. check this this is the best music video of last time. They are just doing what they like. They have a stile , and I will wait for their next product .
    2. exampl. This is not honestly to compare some smaal music band with company with bilions turnower. Of course they have stories, plans, scedules, point and so on. Anotherway they will not be one of the bigest companies in the world. Probably team of 100 people are working at theyr advertisement projects.

  2. Ye, you are right, but I dont think that in these 2 examples I gave, budget and team of people plays such a big role. It's more about planning, you just need to see some steps foward: what will be your action after the viral video.

  3. I can't see the freakin vids, my PC is crap... I promise to watch te vids and then leave some feedback... :)


  4. Next time I will just put them here, not to show the links.. sorry :)

  5. @Martins and Zaiga

    You can never create an viral video on request like an ad on request from a client. Viral is just a word of en effect of something.

    Budget is not important either! Like It is impossible to budget for social media, because you don’t really know what you’re about to create and what the effect will be it is kind of the same while creating videos with ambition that they will go "viral".

    Maybe the way to go is to have experimental budgets for this and just try.

    When you have done so, with a lot of auspiciousness, you perhaps can end up with an viral that people will share with others!

  6. enjoyed reading this,.. some quick comments..

    • you use virus-viral interchangeably they mean the same thing to you?

    • I think you'll enjoy this book "FREE PRIZE INSIDE"(


  7. Lawrencea,

    Thank you!

    Yes, they mean the same for me. But I agrre, if we want to talk correctly, I should say Viral not Virus. Because the word "virus" is just to describe how the "viral marketing" works, that the idea of viral marketing spreads like an adaptive virus.

  8. I am regular reader, how are you everybody? This
    article posted at this website is in fact good.

    Feel free to visit my web site;

  9. Someone necessarily assist to make seriously articles I'd state. This is the first time I frequented your website page and so far? I surprised with the analysis you made to create this actual post incredible. Great task!

    Feel free to surf to my homepage ... San Diego estate planner

  10. excellent issues altogether, you simply gained a new reader.

    What could you recommend in regards to your post that you simply
    made some days in the past? Any positive?

    my homepage: Laguna Niguel short sale real estate

  11. I really like your blog.. very nice colors & theme. Did you create this website yourself or did
    you hire someone to do it for you? Plz answer back as I'm looking to design my own blog and would like to find out where u got this from. appreciate it

    Take a look at my homepage; AACOMAS application assistance

  12. Hey There. I found your blog using msn. This is a very well written article.
    I'll be sure to bookmark it and return to read more of your useful info. Thanks for the post. I will definitely comeback.

    Feel free to surf to my site ... Costa Mesa acupunturist

  13. Hey just wanted to give you a quick heads up and let you
    know a few of the images aren't loading properly. I'm not sure why but I think its a linking issue.
    I've tried it in two different browsers and both show the same outcome.

    Here is my blog:

  14. naturally like your web-site but you need to check the spelling on several of your posts.
    A number of them are rife with spelling issues and I in finding it
    very troublesome to tell the truth then again I will surely come back again.

    Here is my web blog Newport Beach catering

  15. You actually make it seem so easy along with your presentation however I to
    find this topic to be actually one thing that I think I would never understand.

    It kind of feels too complicated and extremely broad for me.
    I'm looking ahead in your next post, I'll attempt to get the dangle of

    Also visit my web-site -

  16. I really like your blog.. very nice colors & theme.
    Did you create this website yourself or did you hire someone
    to do it for you? Plz answer back as I'm looking to construct my own blog and would like to know where u got this from. thanks

    Here is my webpage; our training video help

  17. It's very trouble-free to find out any topic on web as compared to books, as I found this piece of writing at this site.

    my web page San Diego life insurance

  18. I'm extremely pleased to uncover this site. I want to to thank you for ones time due to this fantastic read!! I definitely liked every bit of it and I have you bookmarked to see new stuff in your website. I wanted to share with you that, I bookmarked Blogger: Adverti(SING)ing girl at Dzone so my coworkers can read it also. Could I also reveal a word of advice. Getting great video marketing could well be highly tricky. I find it most advantageous to speak with a a Great San Diego Bankruptcy Lawyer. Our crew of San Diego Probate Lawyers are here to help you with all of your legal wishes.

    Here is my web site :: San Diego Bankruptcy Attorneys

  19. We stumbled over here different web address and thought
    I might check things out. I like what I see so now i am following you.
    Look forward to going over your web page yet again.

    Here is my web page - AACOMAS application assistance

  20. It's really a cool and helpful piece of info. I am glad that you just shared this helpful information with us. Please stay us up to date like this. Thank you for sharing.

    Feel free to visit my page :: sweet Newport Beach massage

  21. Very good article! We are linking to this particularly great post on our website.
    Keep up the good writing.

    Feel free to visit my page ::

  22. I am extremely impressed with your writing skills and also with the layout
    on your weblog. Is this a paid theme or did you modify it
    yourself? Anyway keep up the nice quality writing, it's rare to see a nice blog like this one today.

    My web page - good corporate video production

  23. If some one wants to be updated with most recent technologies afterward he
    must be go to see this web page and be up to date daily.

    My website please click the next site

  24. I think that is among the so much important information for me.
    And i'm happy studying your article. However want to statement on some basic issues, The site style is wonderful, the articles is actually nice : D. Good activity, cheers

    Here is my blog post:

  25. I was pretty pleased to find this web site. I
    need to to thank you for ones time just for this
    wonderful read!! I definitely really liked every bit of it and i also have you saved as a favorite to see new things
    in your blog. I though you should know, I bookmarked Blogger:
    Adverti(SING)ing girl at Dzone so my coworkers can see it
    also. If you don't mind I would also share a word of advice. Purchasing superb video marketing could possibly be fairly tough. I find it most favourable to speak to a a San Diego Bankruptcy Attorney. Our team of Probate Attorneys San Diego are here to help you with all your legal wishes.

    Also visit my blog: Top Bankruptcy Attorneys San Diego