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Viral Marketing makes me laugh. I think every CEO has said, “let’s do a viral campaign” to their BDA. Anyone not in the industry suggests that you learn more about it as there is an “extremely high demand for that in conjunction with marketing” (yes, this is a real quote from one of my non-interactive marketing friends). And both parties are under the impression that viral marketing is (a) inexpensive and (b) will takeoff immediately and on its own if released into the “wild”. This is where I start laughing HAHAHA.
Honestly, even if your silly campaign goes viral, how many people will it truly reach? Will those people be a qualified, targeted audience? And more importantly, for how long? A day, a week, a month? Moreover, will it go viral when you want it to? It took Office Max’s Elf Yourself two years before finally catching on. Are you willing to wait that long? Will the CEO understand waiting that long?
Awhile back, Jeff Bridge from CP+B said, “The days of making funny things that may or may not have an effect on the client’s business are ending.” Especially in this “economic downturn”, more focus should be on actionable campaigns that improve customer service vs. silly, viral campaigns.
Do you find it funny that you are referencing a quote from Crispin about how we should focus on actionable campaigns? I mean let’s look at the Burger King work, VW work, and Dominos work. I see a lot of funny things
Of course I find it funny. Why do you think I used the quote? It was quite the gem to stumble upon. Quotes like that make writing posts like these a cake walk