Viral marketing - creating compelling content that markets itself and encourages your market to spread your ideas for you - is an incredibly powerful marketing method. But how does it work? How do you make interesting content that spreads like wildfire? This session will delve into the ins and outs of viral video - producing sound creative, and production and distribution strategy. We will focus on how to develop a compelling creative concept, produce the right video assets, and leverage digital distribution tactics to reach as broad an audience as possible. We'll show one client example (GEICO's Caveman Campaign at SXSW 2008) and discuss how celebrity power, ‘paparazzi-style' user generated footage, and experiential tactics all play into making an online video effort successful. The session will present a number of viral video examples to draw out best practices for marketers today. Presented by Peter Corbett, iStrategyLabs at IMS08 9/8/2008 http://www.InboundMarketingSummit.com

1. The Ins and Outs of
Viral Video
by Peter Corbett

2. Components
GEICO’s iHeartCavemen
VV Creative Strategy
VV Production Strategy
VV Distribution Strategy
VV Celebrity Power
VV Paparazzi-style UGC
VV tools
Example: Fred
Example: World Aids Day

3. What makes a video viral?
The Desire To Share Emotions

4. What makes a video viral?
Happiness
Anger
Fear
Lust

5. iheartcavemen

6. iheartcavemen

7. iheartcavemen

8. iheartcavemen

9. iheartcavemen

10. iheartcavemen

11. Creative Strategy