Presentation on the Art and Science of Making Ads, Promotions and Campaigns go Viral. It explains the key characteristics of the content and the process for an effective execution. Discussed Examples - Smart Water, Nike Hyperdunk, Dark Kight and Memes.
- 1. How to Make an Ad orPromotion go Viral?By: Gautam Chawla and Sahaj CheemaMBA Students at Shulich School of BusinessSocial Media Enthusiasts http://www.linkedin.com/in/gautamch http://www.linkedin.com/in/sahajcheema
2. A guide for creating a successful viralcampaign is as effective as a tutorial onhow to win the lottery Christian Haas (Designer & Entrepreneur)3,000,000,000 Videos viewed on YouTube everyday1,000,000 Links shared on Facebook every 20 mins250,000,000 Photos uploaded on Facebook everyday300,000,000 Tweets on Twitter every day 3. Jenifer Anistons Smart Water Ad http://www.youtube.com/watch?v=kgX_IJPOifs 4. What is Virality?Word viral means continuously duplicatingContent which gains widespread popularitythrough the process of Internet sharing. Virality = Compelling Content + Effective Execution 5. What Content? 6. Examples of Viral ContentNETNOGRAPHY 7. What gets attention? Hilarious: Amateur videos, Parodies, Remixes, Memes, Bad dancers, Baby reactions, Expressive pets.Unbelievable: Stunts ,Gimmicks, SupernaturalEmotional: Awe! Touching confessions, Parentingmoments, Proposals, Drama, Anger, Motivation. 8. What makes stuff go viral? Offbeat: Honest, Original, Creative Sony Bravia, Samsung LED, Johnny Cash Project, Best Job in the world. Embarrassing: Bimboes, Celebrity Goof Ups!, Wardrobe Malfunctions, Falls and Mistakes!Provocative: Attractive people doing Anything! 9. Viral MarketingAny strategy that encourages individuals to pass on amarketing message to others, creating the potential forexponential growth in the messages exposure and influenceWhy it makes sense? Low cost promotions that can garner high visibility Can be used for testing and experiments If successful can have reach a widespread audience Great way of getting back customer feedback 10. Return on InvestmentNetwork Effect: Value of eachpotential sharer is proportional to thenumber, N, of other individuals he orshe can connect to.Viral marketing is a way toget value beyond the cost.Content that passes CMCsees benefit of Networkeffect. 11. Tactics for Viral MarketingMake it short: Break down long stories into bite-sized clipsDesign for Remixing: Create content that can be remixed over and over again.Dont make an Ad: if a video feels like an ad, viewers wont shareUse fake headlines: make the viewer say, Holy shit, did that actually happenAppeal to sex: if all else fails, hire the most attractive women to be in the video.Optimise the title: frame at the very middle is interestingStrategic Tagging: three or four unique tags, control over Related Videos. 12. Process behind the promotionReach out to influential bloggers, gain access to readershipPay them to post your contentPost in relevant blogs with option to comment on contentStart new threads and embed videos or photosKickstart conversations by setting up multiple accountsPerson of authority tweets content to gain visibility.Ensure the content gets retweeted and shared by viewersShare Share Share.Create event to announce video launch share with network.Tagging the video 13. NIKE HYPERDUNK KOBE BRYANTASTON MARTIN 14. Kobe Bryant Nike Jump Campaignhttp://www.youtube.com/watch?v=BIWeEFV59d4 15. The Jump VideoAttracted over 5 million viewsCreated a buzz whether the stunt wasfakeCreatively leveraged all brandsCampaign was a success 16. The Dark Knight 17. The Dark Knight Viral MarketingLargest viral marketing campaign in HollywoodhistoryFans participated to uncover more informationabout the movieReal live recruiting into Jokers army viacellphones hidden in cakesCarefully planned and executed over a periodof 6 months to maximize the buzz at launch 18. Dark Knights Promotional Campaignhttp://www.youtube.com/watch?v=cD-HRI-N3Lg&feature=player_embedded#! 19. Our Attempt at Virality:Sh*t We Sayhttp://www.youtube.com/watch?v=1ikCkQvUNEw 20. Thank You and Keep Sharing