| Many people compare viral videos to word of | | | | take the word of mouth method to another level. |
| mouth advertising. A viral video is seen by | | | | The success of a viral video is dependent on the |
| hundreds and passed to hundreds more and is | | | | passion of the consumers who view the video. |
| reminiscent of the "telephone" game you most | | | | The message is no longer a chat between friends; |
| likely played as a child. Word of mouth marketing | | | | growth will occur at exponential rates. As opposed |
| techniques have been around for years and while | | | | to the word of mouth method, viral videos don't |
| viral videos have many similarities to this type of | | | | fizzle out. A marketer sends a viral video in a |
| advertising there are also some major | | | | mass email, people pass the email on to their |
| differences. One industry insider has classified viral | | | | entire address book, and it will quickly spread - |
| marketing as "word of mouth marketing on | | | | just like a true virus. |
| caffeine". | | | | The effects of spreading a viral video can be |
| The Virus Defined | | | | seen in the 2007 return of the wrestler Chris |
| If you are not familiar with the term "viral video" | | | | Jericho. This classic viral video promoted the |
| there is still a high probability that you have seen | | | | return of the wrester to the WWE stage. Hidden |
| one. A viral video is a marketing technique that | | | | codes in the message could be solved by the |
| depends on existing social and communication | | | | user to find out about his return. This campaign |
| networks such as email, forums, and social | | | | spread across the internet at mach speed with |
| networking sites. The video is aimed at increasing | | | | millions trying to decode the messages. |
| brand awareness, improving sales, and other | | | | The Good, the Bad, and the Ugly |
| objectives determined by the marketing | | | | Not all efforts at viral marketing are successful. A |
| campaign. | | | | great viral video must be designed with your |
| To accomplish this goal a marketer will identify a | | | | customers or clients in mind. You have to |
| population group he wishes to target. He will then | | | | understand what your clients will find humorous |
| create a video containing a viral message that has | | | | and what will turn them off. |
| a high likelihood of being passed on...and on. | | | | A classic viral failure is the Sunny Side Up lingerie |
| What is Different, What is New? | | | | viral video. Sunny Side Up was well known for its |
| To understand the differences between word of | | | | pre-teen and teen clothing. In 2007 they decided |
| mouth marketing and viral videos it is important | | | | to add a lingerie line. The videos created were |
| to recognize the problems inherent in word of | | | | very suggestive and not appropriate for the |
| mouth advertising. One of the biggest problems | | | | pre-teen or teen market. Parents and kids alike |
| this old school advertising technique faces is | | | | found them highly offensive. The company closed |
| credibility. In the "telephone" game the message | | | | its doors the following year due to low sales. |
| was drastically altered by the time it got to the | | | | On the other hand, one of the best international |
| 3rd or 4th person. This also holds true in word of | | | | viral videos premiered the same year. A |
| mouth advertising. Consumers may not be getting | | | | Portuguese football league created the video in an |
| all the facts or they may be getting all the wrong | | | | attempt to sell season tickets. Users were asked |
| facts. | | | | for their phone number and name before the clip |
| Another pitfall of the word of mouth method is | | | | ran. After this information had been imputed the |
| that it fizzles out. A marketer either tells a | | | | team's coach. Paulo Bento, and several players |
| consumer something or does something that | | | | from the team are seen in the locker room. |
| leads a consumer to tell 5 friends. Unfortunately, | | | | Coach Bento is placing a call to...you! He informs |
| not all 5 friends will then tell 5 friends as is | | | | you that they will not have a good season unless |
| commonly believed. Only 25 percent of the original | | | | you buy season tickets. The synchronization |
| 5 friends will pass along the message. The | | | | between the user and the clip was flawless and it |
| percentage grows smaller with each retelling | | | | acquired over 250,000 hits in the first day. Check |
| allowing the message to sputter out quickly. Not | | | | it out for yourself. |
| exactly a successful marketing campaign. | | | | The best advice? Keep it short, keep it personal, |
| The Next Level of Marketing | | | | keep it appropriate, and make it creative. The |
| The entire concept of viral video marketing is to | | | | most successful viral videos offer something new. |