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Tuesday, June 8th, 2010 | Written by:

Best Viral Marketing Campaigns

Hi guys, after a couple of weeks without posting we are back to talk about Viral Marketing.

Viral Marketing refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. (definition source: Wikipedia).

These are five essential keys for a marketing viral campaign to be effective:

The Audience Must Feel Something

  • They must be filled with love or hate.
  • It must generate happines or sadness.
  • The action should be seen meaningless or as a genius.

Getting Consequences

The audience has just seen my campaign. They think it was interesting, unexpected and their emotions have reached a high level, we must seize this moment in wich we have their full attention.

  • A Behind the Scenes (Bloopers).
  • A Blog about the process.
  • Extra material, goodies, etc.

Allows Sharing, Download and Make it Their Own

Share is one of the most important things in Viral marketing. Everything that makes the campaign action easier enpowers the campaign. A Viral campaign is succesful as long as it`s extended to the network by the audience action. Allow the audience to easily share the website content with their friends, family and who ever they want. Essentially making use of social networks.

Generate Conversations (comments)

Build some sort of connection with the audience. Give the possibility to comment is an effective way of achieving a conversation.

Lets remember that a good viral campaign create strong emotions, this means that some people will really like it and others won`t. You have to accept both views. But at the same time, you must be prevented.

Never Deny Access

To become “viral”, it needs to be free.

Never add restrictions to the mix. It should not require any registration for membership,  download special software or to enter a “unlock” code or do something to get the correct link.

And Now the fun part, Following is a Top 8 of my favorite Viral Campaigns:

Extreme Sheep LED Art (Samsung)

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Sprite

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Koby Bryan Jumps (Nike)

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Inspired Bicycles

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Feliz 2007 (Doubleyou)

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Happy Christmas (AQKA)

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Evian

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About MR. D

Hi! my name is Federico Rusconi and I´m an Argentinian advertisement student. I love animation, graphic novels and graphic humor. Read my post and maybe you`ll learn some thing about this topics. You can find me on Twitter

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11 Responses

June 8, 2010

These are some really great examples.

I really liked that you included the part about being able to make the content their own. A perfect example is ‘remix’ videos on Youtube. If a community picks up a video and starts recutting them into hundreds, you know you have a great viral campaign on your hands.


June 8, 2010

you are totally right @murlu, I`m starting to use youtube frequently and it`s amazing how a video of any kind gets viral


March 10, 2011

Ahh yes, viral marketing has really become the trend! Whether it’s a software company, or a media house, viral marketing never fails to get the attention of your target customer. Read more about it on http://www.evontech.com/what-we-are-saying/comments/55.html