Viral marketing is defined as some sort of marketing buzz that uses social networking sites in order to increase brand awareness. Viral marketing can be delivered by word or mouth or by the network effects of the web and mobile networks. A success way to spread company’s products or campaigns is through videos. A viral video is a mid of online media that becomes a sensation and by attaching a brand name name to a video is a great way for a company to expose itself to people who might not otherwise be interest in that brand. One issue to viral videos are that companies cannot always anticipate what will become a hit. A video only goes viral if many people are excited about a certain product or it resonates with a number of people. Successful viral videos are usually random in ways that are carefully linked to marketing campaigns.
I will list my two favorite viral marketing examples that I have seen in these past couple of years. The first example of a clever and random viral video was in ALS Ice bucket Challenge that went viral in 2014. This was a video challenge that had everyone film themselves dumping a bucket of ice water over a person’s head or self administered to promote awareness of the disease Amyotrophic Lateral Sclerosis (ALS). So many people participated in this viral video challenge that it actually led to some ALS research breakthroughs. Even huge celebrities were participating in this challenge like Mike Zuckerberg and Bill Gates. This is a great example of challenge viral marketing and the fact that it had people actually acting participating an d creating viral content is what made it huge. (Here is one of my favorite Ice Bucket challenge videos that went was extremely popular)
Another example of a brand that has with one of the advertising campaigns is Dos Equis. The iconic phrase “I don’t always drink beer, but when I do I prefer Does Equis” is said by the bearded man who engages in various world adventuress. The now Heineken brand has shot up 22% thanks in large part to the successful campaign of their commercials of the “Most Interesting Man in the World”. The main target segment for Dos Equis were for young men who drink frequently. One of the chief marketing officers of this campaign, Ken Kunze said it was controversial to cast and old guy in the commercial. The main inspiration was the uncle who never got married and was always traveling the world.
Both of the viral marketing campaigns presented by ALS Ice Bucket Challenge and the Dos Equis (Most Interesting man in the World) are successful and memorable because they are both forms of entertainment that people already enjoy. For the ALS bucket challenge it was a hit because it had people participating and create viral content which ultimately helped raise more awareness to this disease. The Dos Equis was successful because the audience connected a successful world traveler man with a type of beer because of how catchy the advertisement was. This helped Dos Equis Sales shoot up to 20% because of how the viral marketing campaign came up with this advertisement. Overall, viral marketing is where content strategists design content that is easily engaging and that it is scared by many people. To me humorous videos are quite popular and really grab people’s attention generate many viewers and sharers.