Going ViralBarney Lund & Shan Grimmius

DefinitionThe reality is that no agency can create viral marketing, this is the sole domain of the consumer. Viral marketing is what happens when a campaign works -- when we allow their message to travel via our own super efficient conduits. Perhaps it is entertaining on its own terms, divorced from the message.”1

1Penny Arcade

Successful ImpactBlendtec “Will it Blend?”Old Spice “The Man Your Man Could Smell Like”OrabrushHotmail

Neutral ImpactCadbury (video)Subservient Chicken (site)

Negative ImpactWalmart “Fake couple”Aqua Teen Hunger Force “Great Boston Bomb Scare ’07Snickers “Mechanics”

Lessons LearnedGood advertising doesn't rely on tricking, lying to or deceiving your target audience. The consumer is smarter than you think, alternative marketing tactics must be genuine, authentic and in today's world, transparent. Today's interest in brand politics means that everything you do will come under scrutiny from someone. Involve your consumer in the brand conversation, give them the tools to do so and they will repay you four-fold.1

1Noelle Weaver

Consumer Behavior Still Applies

Positive Ad + Viral = Positive Brand Attitude ImpactViral = Possibly No Brand Attitude ImpactNegative Ad + Viral = Negative Brand Attitude ImpactHigher irritation levels (and thus lower likeability) tend to portray an unbelievable situation, a “putdown” person, a threatened relationship, graphic physical discomfort, tension, an unattractive or unsympathetic character, a suggestive scene, poor casting, or a sensitive product with a product-focused message.

Consumer Behavior Still Applies (cont.)

Irritation levels were lowered when the commercial included or conveyed a happy mood, a warm mood, a credible spokesman, humor, or useful information.Attitudes to the ad tend to be higher if the ad…

is more credible. evokes positive, likable feelings. uses humor. uses relevant or liked music, sex appeal, or other such executional devices. uses likable and attractive celebrities. uses endorsers of the same race as the target market. doesn't have excessively high levels of fear. is for a brand the consumer already likes. contains useful information, but not too much to make it boring. is interesting and (reasonably) complex. contains information that is itself liked (e.g., about a special deal). is placed in a media environment that itself is liked.

How do you guarantee success?

You don’t. Be skeptical. (People that ‘specialize’ in viral success are usually specializing in taking money and making promises)

The vast majority of viral campaigns fail. Sound familiar?

Think like a VC, act like a VS (Viral Scientist)Experiment (not just with friends/family)Don’t fall in loveApply NISIMake sure it’s scalableAgain, be skeptical

Questions?