Jye, Scott and I decided to give a lesson to all those Advertising/Digital Agencies who keep telling us that they have created a 'viral'. Ad Agencies claiming a 'viral' is kind of like an amateur musician claiming that they are already a Rockstar.
Hightlights
O:54 Julian: Did you hear about the secret show on Myspace?
Old Man: *Sheepishy shrugs* Nope...(We don't believe him)
1:07 Jye: Would you like a photo with me?
Girl 1: Yep
Girl 2: That is going on my wall!
Teenage girls dropping Facebook references. Priceless!
As part of the Market Cross (I really need to write a post on this here) everything that I slag off on my blog, I try to give constructive criticism on how it can be done better next time.
Hint to Advertising Agency
If you really believe that you are going to have a ‘viral’ on your hands, instead of just saying it is ‘viral’ tell the journalist what is so remarkable about the product that is going to make the thing spread. If it doesn’t sound strong enough to the journalist how do you think people are going to pass the message on???
You create the content, the people decide whether it is ‘viral’
Showing posts with label Viral. Show all posts
Showing posts with label Viral. Show all posts
BMF 'We be viral before we launch'
This little gem in The Australian on Tuesday.
The site has not even launched and BMF have the balls to call the Meet the Locals site Viral?!?
By the description how could this not be viral? Who wouldnt want to send their friends a video telling them to get a haircut!
FAIL!
Simon Corbett just has an amusing rant on this very topic that is worth reading.
BMF maybe it is time you hire Zac Martin or read his Viral Marketing Blog
Constructive Criticism:
Do not claim to be viral before you launch.
Lolcoaster: The Sequel to Kids say the darndest things
.....Kids do the Darndest things.
via Gavin Annand
and then this classic viral video. You have to watch this with sound. lolcoaster
via Gavin Annand
and then this classic viral video. You have to watch this with sound. lolcoaster
New VB Stubby Beer Symphony Commercial
Following on from The Big Ad and Flashbeer comes the next Big Fosters Idea, ‘VB Stubby Symphony’
Just like the past campaigns they have housed it on a main site, thank god someone ripped it on Youtube. I think they really let themselves down by not letting people view on Youtube and embed the video on blogs.
However there are some nice consumer involvement treats in this site. They have used SuperVirals as the host site for their ‘Create Music using VB Stubbies Competition’. However again (see past post) I think that Supervirals is such a narrow channel, this should really of been done through Youtube.
I think overall this is a great idea, and as was pointed out to me, it is capitalising on the most iconic part of the VB brand, the song.
George Patterson Y&R are behind this idea with Jim Ingram and Ben Couzen cracking this big idea. Well done boys!
The Internet Stars are Viral
I think I have spent too much time online this year.
3 years of internet memes in a four minute video.
3 years of internet memes in a four minute video.
Santa Kidnap Inside Word
Inside word is that Tequila are behind this campaign and if their Tenacious D online campaign is anything to go by this should be a good campaign. Will be interesting to see what they do with this one. Cannot say it has grabbed me with the same anticipation of the Man Cans but I will look on with interest.
My guess is for Ebay or Playstation. They seem like the two brands that fit best from their current clients.
Summer Heights High Fandom (Social Media Integration)
At least in one conversation a day I will hear some reference to Summer Heights High. The ABC show has reached tipping point. SHH is a comedy mockumentary about two students (Jonah Takalua and Ja’mie King) and a drama teacher (Mr. G) at a Public School in Melbourne.
The show is a run away success but there are a number of other interesting phenomena happening around the show. The support online for the show is phenomenal. I think this is so important for television shows because people can immerse themselves to a deeper level and interact with the content at different times. For instance I had some friends over for dinner last night and we went on youtube and watched the Jonah Montage from last episode.
The following is a documentation of the support from Social Media for the television show.
1. Vodcast
They have decided to release it on vodcast. It is now the highest rating Podcast in Australia after only 2 episodes. Following the success of the ABC’s The Chaser War on Everything and Media Watch vodcasts.
2. Online Social Networks
They have also set up Myspace Pages for the characters. The reason the Myspace page works so well is the constant information stream, people have something new to say every week after the episodes are released. Ja’mie King currently has 24,000 plus friends.
There are a number of facebook groups in their name two of the most popular
Summer Heights High Appreciation Society
500 members
Fans of Jonah Takalua and Polynesian Pathways
820 members
Youtube
They have also released video montages of the specific characters, my favourite being Jonah has had 150,000 hits for his first play and 23,000 for his second.
Homesite
They home site leaves a lot to the imagination with a dress up game which is an email to a friend. Would of worked better if it was an application on Facebook which people could send to friends.
I haven’t finished with this beast called Summer Heights High in future weeks I will be posting on SHH and;
Word of Mouth/ Social Currency
Consumer Insights
New audience for the ABC
Triumph Boats Back Again through Divine Intervention
I blogged about their great viral campaign last year and Triumph have come back again with another clever way to communicate the toughness of their boats. Check out the previous campaign ToughBoats here.
Elle Macpherson Intimates
Clearly this is great they have made the action just off the product on the people but have been able to intergrate the Elle Mac line in through having the girls dressed in the clothes. You dont need to give men many reason to look at the Elle Mac new line but if the girls are blowing bubbles out their mouth, well that makes for rivoting watching. Great complement and itergration into Online Social Networks with all the girls having Myspace profiles.
Man Cans a winner
Update:
Man Cans the site has been registered by Cadbury Schweppes. I have got no idea what product it could be for.
You may have seen on television the recent Man Can ads. The ad shows men in different scenario's growing Man Cans. Have a look at the videos. This has all the qualities that I talk about over at Musing from Julian Cole of a good campaign.
1. Great integration
The TVC are witty and sharp. There is a slick integration to online with the website flashing up in the last scene. Giving people enough interest to investigate further onto the website.
2. Suspense
I actually have never thought of it this way but i think it is better to set up the joke and then hit them with the brand/product/company. Lynx is currently doing a campaign for Lynx Soap Amnesty which is asking all male soap users everywhere to drop the soap and pick up Lynx Showergel but they have made it clear from the start that it is for Lynx. I still have no idea who is behind Man Cans.
3. Great online support
They do not only have one site but they have 2 other side sites that complement the major site (Celebrity Man Tape and Bra Bro). This has also already got a great bit of publicity around the Blogosphere.
Man Cans the site has been registered by Cadbury Schweppes. I have got no idea what product it could be for.
You may have seen on television the recent Man Can ads. The ad shows men in different scenario's growing Man Cans. Have a look at the videos. This has all the qualities that I talk about over at Musing from Julian Cole of a good campaign.
1. Great integration
The TVC are witty and sharp. There is a slick integration to online with the website flashing up in the last scene. Giving people enough interest to investigate further onto the website.
2. Suspense
I actually have never thought of it this way but i think it is better to set up the joke and then hit them with the brand/product/company. Lynx is currently doing a campaign for Lynx Soap Amnesty which is asking all male soap users everywhere to drop the soap and pick up Lynx Showergel but they have made it clear from the start that it is for Lynx. I still have no idea who is behind Man Cans.
3. Great online support
They do not only have one site but they have 2 other side sites that complement the major site (Celebrity Man Tape and Bra Bro). This has also already got a great bit of publicity around the Blogosphere.
The formula to making Viral - Haggar Ads
I got passed this ad from a friend. So I am guessing this definitely had gone viral because this product category is quite irrelevant to me. However it is a really great way to show how to make an effective advertised viral.
You cannot make ads like they were on television, it is much easier for a person to turn offon youtube, they just change to 1 of 1,000 other channels. The advertised message should be intertwined into the video. You have to make sure that you hook the audience before giving them the message.
Set the story up (hook) ---- give the message --- knock em down with the ending and make it viral.
The Haggar ads are great example of how to use this formula, they have set the scene up with what they are going to do and then they give you the information about the product and then you get the reward for watching. In the example of the dog poo they tell you what they are going to do, tell you about the reliability of the pants and then hit you with the entertaining ending.
If they had put it at the end the viewer will just switch off. Putting it at the start people will get bored and not want to watch. Slicing it in the middle people are committed to the story.
The effective was to go viral is simple;
Set the story up (hook) ---- give the message --- knock em down with the ending and make it viral.
Here are some other Haggar Ads
You cannot make ads like they were on television, it is much easier for a person to turn offon youtube, they just change to 1 of 1,000 other channels. The advertised message should be intertwined into the video. You have to make sure that you hook the audience before giving them the message.
Set the story up (hook) ---- give the message --- knock em down with the ending and make it viral.
The Haggar ads are great example of how to use this formula, they have set the scene up with what they are going to do and then they give you the information about the product and then you get the reward for watching. In the example of the dog poo they tell you what they are going to do, tell you about the reliability of the pants and then hit you with the entertaining ending.
If they had put it at the end the viewer will just switch off. Putting it at the start people will get bored and not want to watch. Slicing it in the middle people are committed to the story.
The effective was to go viral is simple;
Set the story up (hook) ---- give the message --- knock em down with the ending and make it viral.
Here are some other Haggar Ads
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