As you review these viral video campaigns, consider the following:
- What makes a successful viral video? How should success be measured?
- What works or does not work about "viral videos?"
- Would you pass any of these on to a friend? Why? Why not?
- How prominent is the brand placement in these videos?
- Would you change the strategy to make the branding more or less identifiable? Why?
BILL COSBY EIGHTBUCKS.ORG CAMPAIGN
Nonprofits can use viral video campaigns to generate awareness and donations for various causes. However, they don't always work out the way intended. Witness the pitiful case of the ill-fated Eightbucks.org campaign. Launched (and abandoned) in 2007, the campaign invited users to download and remix a video of comedian Bill Cosby.
However, there were only two "user-generated" submissions (one of which was themed to WSU in Pullman)!!!
Here is all that remains of the campaign on YouTube...
DOVE EVOLUTION BEAUTY CAMPAIGN
One of the most successful viral ad campaigns of all time is the Dove Evolution beauty campaign series. In 2006, Dove won several awards for this campaign, which eventually moved to TV ads (but started with exclusive distribution on the Internet and social networks). There's lots of coverage on the Internet, but here is an example of one piece addressing the early success.
T-MOBILE "FLASH MOB" VIDEOS
T-Mobile popularized the "Flash Mob" phenomena with a series of viral videos that showed "spontaneous" dances in random and unexpected places. The video below has over 38 million views.
PHILIPS BODYGROOM
The following video is all that remains of the launch website for Philips Bodygroom...a "sensitive" product that launched with a raunchy campaign site.
The campaign has evolved and continues with new videos at Shaveeverywhere.com.
MOUNTAIN DEW'S "JUST DEW IT" CAMPAIGN (featuring SUE TELLER)
A series of humorous clips with Sue Teller mysteriously appeared on YouTube. Notice the subtle product placement.
Related Links:
- Ten Products That Went Crazy Viral and Became A Marketing Phenomena
- How to Make your Content Go Viral
- Monitor "What's Hot" in Real-Time at Google Trends
