Viral video has created a whole new marketing strategy for a different generation. The explosive “science experiment” of Diet Coke and Mentos was an underground phenomenon seen millions of times and then repeated across the country on many playgrounds and in many parking lots with budding scientists dumping Mentos mints into a 2-liter bottle of Diet Coke to create a 30-foot fountain of Diet Coke that comes out of the top. In fact, become viral videos of the viral video. Let the kids come up with an idea, modifying it and creating new game rockets and more viral videos.
Haven’t you seen the original video of Experiment #137? Enter my YouTube and marvel at the creativity, curiosity and fun to the rhythm of music. And see the genius of the viral video.
Viral video is an amateur-quality video posted on a website that is viewed because of the hype it creates and then takes on a life of its own and quickly spreads across the country as people share it with their friends, with the caveat of “You have to see this”. !”
Not exactly the intended use for their products, Coca Cola shied away from embracing experimental video, until they realized the power of viral video and that instead of people changing the channel, they would mute the audio track or skip the ad, people were actually making the effort to “discover” it.
Coca-Cola has now signed a formal agreement with Fritz Grobe and Stephen Spangler, the creators of the first Diet Coke-Mentos explosion video, and using a new soda explosion video has presented its latest “Coca-Cola Challenge” to Drive people to your contest website.
The new video titled Experiment #214 is longer, more elaborate, and shot in the same amateurish way as the original that started it all. In other words, it’s in keeping with the corporate anti-slip feel of video media. And Coca-Cola’s Goliath tested the wisdom of following this path. They are trying to understand the brand placement with future users of their products and they know the game has changed.
The new brand strategies
Just like conventional advertising, you’re not always sure which campaign is going to get fired up, but unlike multi-million dollar ad campaigns, viral video can be low cost and only gets distributed if it’s good (or extremely bad) because the avenue of distribution is not based on time slots, channels, and packaging for domestic consumption, but spreads virally: passed from viewer to viewer via emails, blogs, website links, and copy ( viral video of viral video!)
Viral Video Strategy #72: The Contest
If you want to capitalize on the speed of faster viral video, you can say Numa Numa, stay away from those trying to create the buzz. Instead, look for amateur use of your product, create a contest for the general public to create a video, and pay big bucks. How much would you spend on a national advertising campaign? Do you think a $100,000 prize for the selected video is a cheaper way to go? Do you think it will create interest in amateur videographers?
Today’s digital video cameras are as ubiquitous among the younger generation as transistor radios were for most CEOs today when they were that age. Do you remember sneaking your radio into school, using the earpiece to listen in class on the opening day of the baseball season? Those memories are being replaced by “remember when we filmed…”
Contests challenge people and everyone wants to win. Digital video and the use of inexpensive editing software on home computers make becoming a video director as easy as writing a blog, so there will be plenty of quality submissions to choose from if people care. their products.
A few years ago, Ice House Beer took a half step in this direction by having people submit ideas for commercials. Then they screwed it up by using professionals to create it and then running it in the conventional way of TV commercials. Swing and miss!
Let the creativity of your consumers become your sellers and use outlets like your website, YouTube and MySpace to spread viral videos.
Viral Video Strategy #189: The Banned Ad
Carl’s Jr. found great success in Paris Hilton’s ad for their thick burger even though it barely ran in mainstream advertising media, but was downloaded hundreds of thousands of times by the exact market they were trying to reach with that product. . Unlike the previous strategy, they used high-level professionalism and created high-quality videos.
The benefits of The Banned Ad strategy is how provocative the title is. The Banned Ad is the corporation’s version of the film industry’s “director’s cut.” It has an appeal that people are curious about what was banned. The rejection of censorship has brought Sirius satellite radio to the forefront with the Howard Stern effect and the Internet has freedom of communication in the form of video. Why not take advantage of it?
Walking the fine line between cutting-edge and over-the-top is the delicate balance with enormous rewards that this type of branding strategy offers if navigated successfully.
Agent Provocateur, a custom lingerie company, created an edgy ad featuring Kylie Minogue that I think is the hottest ad I’ve ever seen. You want to bet that link is also on my website? It is sexy, promotes the product and appeals to its target audience, and is known as a prohibited ad that only advertises attractiveness.
Viral Video Strategy #321: Find It Then Make It Your Own
Some videos just have a cool factor and while they don’t necessarily fit your product, they go viral and will drive clicks and attention to your website. You can also discover talent that is waiting to be discovered!
Last year, Miller Beer took over the Christmas Tree Light House and featured the best 30 seconds of the longest video in a TV ad. The viral video features a 10,000-light display created by Carson Williams of Mason, Ohio, using his own home and technology to treat neighbors and drive by. The light show was set to the song Wizards in Winter by the Trans Siberian Orchestra, which was broadcast over a radio frequency so that people could listen to it in the car as they watched without interrupting neighbors with loud music throughout the night. .
It was the hit of the 2005 holiday season and Miller Beer tried to capitalize on it primarily for the holiday season ads in the sports programming they were running. Good idea?
Once again, a large corporation is afraid to step forward using new ideas and instead introduced the new in outdated conventional boxes, such as the 30-second time slot and network television.
A company needs to recognize the talent of Mr. Williams. Have him create a house light show with the logo embedded in the lights with a catchy, catchy tune and unique enough to create the viral phenomenon.
Viral Video Strategy #499: The Rest of the Story
Honda, when promoting the Civic, created an advertisement where a choir did the “soundtrack” of the commercial, but not singing. The choir made all the noises and sounds, like windshield wipers on a wet windshield, tires going through bad roads, engines changing noises and so on.
The commercial was actually over 2 minutes long and was available in its entirety on their website. In addition to that, they offered a documentary video of approximately 10 minutes on the brand of the commercial. Because of its length and customer interest, they’ve also made it available for podcasting, so enthusiasts can take it with them, and what to do with it? Share it with your fellow fans! How many ads are you doing that are so unique and extraordinary that you’ve asked for a making-of documentary…that tells the rest of the story?
This is the age of market segmentation, one-to-one brand placement, and the need for creativity like never before. Millions are riding on it. You can’t force the viral effect any more than you can force people to watch your commercials. They have to be compelling, unique and created with them in mind taking on a life of their own. Is your brand viral? Do you have viral video strategies in your brand strategy mix? Your response is an indicator to adapt to the new market that requires new brand approaches. Now.
