New Comm Forum: the 5 Cs of Viral Marketing
The 5Cs of Viral Marketing
I moderated a panel on viral marketing at New Comm Forum: called Viral Marketing: It's the Message Not the Media. We started with a basic definition of viral marketing, and then used case studies to illustrate what works and what doesn't. A big thank you to Andy Abramson, Gary Goldhammer and Chris Heuer for joining me on the panel.
I've uploaded a PDF of the presentation but here's the Reader's Digest Condensed Version:
- In order for an endeavor to be viral marketing, it has to be both viral (spread exponentially and usually with some urgency) and marketing (have a clear and understood business objective).
- You don't have to use video, provided you've got a good story and you are reaching out to the right people, but video certainly magnifies the effects of a message.
- The key is to tell a compelling story to the right community.
- The best campaigns include one or more of the following Cs: comedy, charity, contest.
- Examples and case studies included Weird Al, Will it Blend, Google, Campbell's Chunky Click for Cans, Xbox Colony and AXE.
BONUS LINKS: Not in the presentation, because I got the email minutes before the panel started, SciFi Channel just launched a viral campaign for Battlestar Galactica. Fans can use a whole library of sound and video clips to create their own short Battlestar videos and exec producer David Eick will showcase one during an upcoming episode.
In the Q&A at NewComm, we discussed how this campaign will probably do quite well while similar efforts from car manufacturers have backfired, with folks creating highly negative videos. The difference: SciFi is tapping into a tremendously loyal fan base that is already making their own video mashups. This contest just gives them another outlet for their creativity. Plus easier access to the materials they need to make the videos. And yes, my son Douglas and I have already started scripting our offering!
By popular demand, Will It Blend?
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