Make what go viral? Why would I want something to go viral? How can I make it go viral?
Viral marketing has become a big marketing strategy. It’s become huge since an increase of social media platforms and smart phones.
Viral marketing is a phenomenon that facilities and encourages people to pass along marketing message, definition by Marketing Terms. This strategy depends on people passing along the video to more people so it can be viewed more often. If a large enough percentage of people share it, it’ll surely become viral! If the video doesn’t get passed along enough, then the video will just disappear.
Viral trends are much more engaging for consumers to view because they’re rich in content and can engage the viewers. Surely, you’ve all seen a viral video so you’ll know that they’re usually fun, entertaining, and relevant to the viewer’s interest.
As a digital marketer, this approach can be valuable if the video goes viral. It can create big movement on social media and therefore for whatever brand the video is about.
Here are some great examples of viral marketing:
Beyoncé by Beyoncé
Remember back in 2013/2014 when Beyoncé dropped a new album? Remember how no one got a heads up that the world would be blessed by an album of glorious sound and music? Yeah. That was crazy.
Dam Daniel! Remember these boys? God I hated this video because it was so unnecessary but it went crazy! Since these boys become super popular through their vines, Vans also became popular and people started to buy Vans like crazy! If you’ve forgotten, or never seen, this video click here.
Although, viral marketing seems amazing for brands it can’t be created. Or at least, as a marketer you can’t make a video or meme or ad go viral. It is totally through word-of-mouth and consumers passing along the message. Marketers can only try to create compelling content and encourage the message to be passed on.
Not all viral marketing is good for a brand. There are a lot of negative things that are spread across the internet about brands. Here are some recent examples:
Grill’d Easter Burger
This easter Grill’d released this campaign for a “Bunny” burger with a rabbit patty made of pork belly and duck fat, which would be available in 4 Grill’d restaurants. The burger restaurant was trying to create new options for consumers to be more experimental. However, it did not work in the restaurant’s favour. Consumers began to speak out and say that the company was being “unethical” and “disgusting”. Many consumers threatened to boycott the company for this marketing strategy. Although, Grill’d spoke out and said that the meat was “ethically-sourced”, consumers did not agree. Source
Adidas Disaster Email
Adidas recently released a new line of sports jackets in support of the Boston Marathon. They sent an email to those who subscribed to their subscription with the headline “Congrats you survived the Boston Marathon!” Consumers took to Twitter and shamed Adidas for being insensitive by using this headline. For those who are unaware, the Boston Marathon refers to the Boston bombing that occurred in April, 2013. There was two homemade bombs that went off near the finish line killing 3 people and injuring several people. Consumers believed the headline to be extremely insensitive to those who were affected by the Boston bombing in 2013. Adidas responded with an apology on their twitter.
What do you think about viral marketing? Are there any that stand out to you?