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2007 was the year that viral became truly part of marketing mix. From then YouTube certainly became the platform of choice for those communications.

The following four films I choose had been elected viral campaign of 2007 by the viral marketing agency Go Viral. Indeed they had been the most viewed branded virals on YouTube through last year.

Some would define viral marketing as:
“A strategy which motivates customers to pass along a marketing message to friends or colleagues.” (Gay et al.,2007)

“Giving people a reason to talk about your products and making it easier for that conversation to take place.” (Solomon et al., 2008)

“Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.” (Kirby, 2003)

“Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by e-mail.” (Solomon et al., 2008)

Those videos had not been displayed on TV, at least by the brand itself as classical advertising (only Cadbury’s one), which make successful word-of-mouth much less expensive than TV exposure bought.

Cadbury - Gorilla Drummer (5m+ views)
Launch: august 2007
Agency: Fallon

Wilkinson - Fight for Kisses (2.4m views)
Launch: September 2007
Creative: Akama

Mentos and Carlsberg Experiment (1.3m views)
Launch: July 2007

Dove - Campaign for Real Beauty (1m views)
Launch: October 2007
Agency: Ogilvy Toronto/Vancouver

After seeing them, you would be able to understand my questions below. To answer them (and I beg you to do it!) post a comment on this article or the introduction one. Your answer is completely anonym; I just need the code received in the e-mail which made you come here (STDY1 / STDY 2 / VIDEO (if you came from the video) / STDY4 / FACEBOOK (if you came from the group Facebook) / FRWD (if you received the link from someone else))

Then, with the examples of the viral videos and the definitions, there are my four questions:

• Have you ever seen those videos before? If yes, which one(s)?
• If yes, how did you hear about it/them?
• What do you think of it/them? (Funny, useless, relevant…)
• What do you think that brings to the brand? (Fame, friendly or funny image, loss of money and/or time…)
• Are you going to come back to this web site later? (An honest response is needed, even if it is no.)

• Have you other remarks or comments to share?

The answers don’t need to be really detailed, if you don’t have the time, just keywords would be fine.
HOWEVER IF YOU EXPERIENCE SOME TROUBLES POST YOUR COMMENT (due to too many simultaneous connections), PLEASE SEND ME YOUR ANSWERS BY E-MAIL AT g.delaforest(at)gmail.com

Finally, I prompt you to share the link, e-mail, video or web site to other people, which would infinitely help me in my “campaign”!

Thank you for your time, have a good day and see you soon on TousAttaches.Fr

Catégorie: Dublin, Me, I and Myself par Gabrielle Tags: DBS • Dublin • marketing • project • Viral Marketing