Viral Marketing - What does it take to deliver?

Posted by Abbas ||

December 5, 2007 ||

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What’s Viral? I just saw an advertisement on the TV and visited the website. I site was trying to get the ball rolling on the viral front but they miserably fail. I wouldnt tell anyone about that site.

A million $ question, What Makes a successful Viral product?
First, lets see what Viral marketing is. Viral marketing is a technique which generates awareness, builds or gains visibility for a product or a brand. Such techniques make use of existing user-base and social network to initially spread and gains momentum only to add to the existing user base and social network through word of mouth, e-mails, SMS’s etc..

In the past we have seen such marketing techniques carried in the form of Videos, Images, Games, SMS’s, E-mail’s, etc..

Lets see what makes a great Viral Campaign?

Be at the right place at the right time ("I Got a Crush…On Obama")
Personalizable (WasArrested.com or Facebook Applications - The way facebook shows friends activity on main page it encourages the users to install and use applications their friends are currently using.)
Innovative (http://youtube.com/watch?v=hKoB0MHVBvM)
Unbelievably Smart (http://youtube.com/watch?v=eH3GH7Pn_eA or http://www.youtube.com/watch?v=K2cYWfq–Nw)
Funny (http://youtube.com/watch?v=60og9gwKh1o or http://youtube.com/watch?v=N2rZxCrb7iU)
Common Issues and smart solution: http://www.cnettv.com/9742-1_53-2260.html

These are few major points that will certainly have an effect on the viral campaign. The campaigns should be smartly planned, it should not offend anyone in any way. Once the viral is out, it spreads like wild fire and controlling the viewership is virtually impossible.