arketing Guer illa MVi ral & 1 l GSU Fall 201 Ja ke Aul
Viral marketing Diet Chocolate Cherry Dr. Pepper and Chocolate Rain video Blend it (blendtech case study from Groundswell) Old Spice BurgerKing
Viral marketing Kia hamsters http://www.youtube.com/watch?v=miC1VZ9UVCQ Bleeds over into event marketing Honda Musical Road project Airlines (United vs. Southeastern) YouTube as search engine
Viral marketing The emoticon http://mashable.com/2011/09/20/emoticon-history/ Hotmail W.O.M. Years of case studies (Honda Musical Road?) Viral mktg? Or viral video mktg today?
Domino’s case study Domino’s YouTube page Ad campaign Social Media integrations All depts/staff on board
What’s with babies? Dancing baby Smoking baby First viral video Worldwide viral attention Indonesia government The landlord embarrassed sent baby to rehab One of few viral success videos from “Hollywood” Other Indonesian smoking baby videos eTrade Duration of ad campaign
The Viral Lexicon You’ve been “Rickrolled” Macy’s Thanksgiving parade http://www.youtube.com/watch?v=wL-hNMJvcyI Keyboard cat iCanHasCheezburger
Small-Screen Devotions to the Viral phenom CurrentTV Viral Video Film School 50 Greatest Viral Videos http://bit.ly/pMNUZJ Tosh.0 G4
Some Personal Favs Techno Viking StarWars over San Fransisco I’m a bear. Put your head in my mouth The Boss and Dylan redo “Whip my hair”
TV Ads as Entertainment“Firebrand TV has been banked in an experiment totransform advertising into entertainment. …The goal was to capitalize on the nascent trend of adsas entertainment, which intends to make commercialscompelling enough that they are watched for fun ratherthan avoided, ignored or skipped.The trend is also manifesting itself on Web sites likeveryfunnyads.com, part of the TBS cable network…”http://mediadecoder.blogs.nytimes.com/2008/03/04/firebrand-burns-out/
Movies/Video Ads as Entertainment• Early 2000s video ads • BMW • U.S. Army• Product placement in film • E.T./Reeses Pieces • Matrix/Nokia
YouTube/Videos as Documentation & PR Journalism The Arab Spring Other examples? Exit Through the Gift Shop Mr. Brainswash viral video Street art Cartoon Network publicity gone wrong But… publicity goal achieved?