4. Viral marketing
• use pre-existing social networks to produce increases in
brand awareness, through self-replicating viral processes
• analogous to the spread of pathological and computer
viruses
• it can often be word-of-mouth delivered and enhanced
online
• it can harness the network effect of the Internet and can be
very useful in reaching a large number of people rapidly.
5. Viral marketing
• sometimes refers to Internet-based stealth marketing
campaigns, including the use of blogs, seemingly amateur
web sites, and other forms of astroturfing, designed to
create word of mouth for a new product or service.
• Often the goal of viral marketing campaigns is to generate
media coverage via quot;offbeatquot; stories worth many times
more than the campaigning company's advertising budget.
6. Rushkoff, Media Virus
• The assumption is that if such an advertisement reaches a
quot;susceptiblequot; user, that user will become quot;infectedquot; (i.e., sign
up for an account) and can then go on to infect other
susceptible users.
• As long as each infected user sends mail to more than one
susceptible user on average (i.e., the basic reproductive rate
is greater than one), standard in epidemiology imply that the
number of infected users will grow according to a logistic
curve, whose initial segment appears exponential.
7. • If each user sends mail to more than one susceptible user
then the campaign will in theory continue forever, or at
least until all susceptible users have already received the
message.
Example:
even if only 80% forward the message to only one other user
100 --> 80 --> 64 --> 51 --> 41 --> 33 --> eventually fade out
8.
9.
10.
11. Viral Politics
• In 1964 Presidential Election, an experimental one-minute
television ad that only aired once changed politics forever.
• “Daisy” and it featured a little girl in a field plucking the
petals off a daisy and counting, before her voice morphed into
the voice of a man in a countdown that ended with the
explosion of a nuclear bomb and the tagline: “Vote for
President Johnson, the stakes are too high for you to stay
home.”
• http://www.youtube.com/watch?v=-tWM27N2La4
12. • In the 2006 midterm elections:
(a) Michael J Fox’s stem-cell video
http://www.youtube.com/watch?v=a9WB_PXjTBo
Limbaugh’s response
http://www.youtube.com/watch?v=u7OjsIgf3hU
Various YouTube videos broadcasting Limbaugh’s attack
(b) “the macaca moment”
13. Most popular viral videos in
the past
• The Backstreet Boys - quot;I Want It That Wayquot; -
Two Chinese Students and a Dream
• Numa-numa Dance
• Star Wars Kid Remixes
• “Don’t Hate Britney”
15. CHOOSE ONE AMONG THESE
• The Virgin Diaries,' 'The Bedroom
Diaries' is another frank and hard hitting
program, following the lives of nine
young people on a personal journey
through the stormy waters of
adolescence.
• Charlie bit my finger - again ! A funny
video: Charlie really hurts his brother,
and his brother explains it to little
Charlie.
• Yes We Can Obama Song by
Will.I.Am. Song & video, featuring a
star cast, by Will.i.am of The Black Eyed
Peas. Inspired by Barack Obama's 'Yes
We Can' speech.
• PostSecret - Valentine Video. A
unique and artistic video, romantically
inspired, specially made for Valentineʼs
Day.
16. CHOOSE ONE AMONG THESE
• The Virgin Diaries,' 'The Bedroom
Diaries' is another frank and hard hitting
program, following the lives of nine
young people on a personal journey
through the stormy waters of
adolescence.
• Charlie bit my finger - again ! A funny
video: Charlie really hurts his brother,
and his brother explains it to little
Charlie.
• Yes We Can Obama Song by
Will.I.Am. Song & video, featuring a
star cast, by Will.i.am of The Black Eyed
Peas. Inspired by Barack Obama's 'Yes
We Can' speech.
• PostSecret - Valentine Video. A
unique and artistic video, romantically
inspired, specially made for Valentineʼs
Day.
17. CHOOSE ONE AMONG THESE
• The Virgin Diaries,' 'The Bedroom
Diaries' is another frank and hard hitting
program, following the lives of nine
young people on a personal journey
through the stormy waters of
adolescence.
• Charlie bit my finger - again ! A funny
video: Charlie really hurts his brother,
and his brother explains it to little
Charlie.
• Yes We Can Obama Song by
Will.I.Am. Song & video, featuring a
star cast, by Will.i.am of The Black Eyed
Peas. Inspired by Barack Obama's 'Yes
We Can' speech.
• PostSecret - Valentine Video. A
unique and artistic video, romantically
inspired, specially made for Valentineʼs
Day.
18. CHOOSE ONE AMONG THESE
• The Virgin Diaries,' 'The Bedroom
Diaries' is another frank and hard hitting
program, following the lives of nine
young people on a personal journey
through the stormy waters of
adolescence.
• Charlie bit my finger - again ! A funny
video: Charlie really hurts his brother,
and his brother explains it to little
Charlie.
• Yes We Can Obama Song by
Will.I.Am. Song & video, featuring a
star cast, by Will.i.am of The Black Eyed
Peas. Inspired by Barack Obama's 'Yes
We Can' speech.
• PostSecret - Valentine Video. A
unique and artistic video, romantically
inspired, specially made for Valentineʼs
Day.
20. YES WE CAN OBAMA SONG
by Will.I.Am
Discovered 02 Feb 2008
by February 19: 10,147,488 views
7 duplicate videos
4,061 blog posts
59,383 comments
everyday’s politics = politics + (pop) culture?
