The document discusses three types of viral online videos from an advertiser's perspective: 1) viral videos that are remembered for the video itself but not the product, 2) clever videos where the brand is remembered but nothing about the product, and 3) viral ads where the key product attribute is conveyed and the product is remembered. It provides examples for each type and concludes by introducing the author, Dr. Augustine Fou, as an expert in digital strategy and marketing.

1. Viral ads
vs
viral videos
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.
April 27, 2012.

2. Executive Summary
There are 3 types of viral online videos, if you’re
an advertiser, which one do you want to be?
• viral videos – videos remembered for the video itself and
not for the product it is meant to advertise
• clever videos – videos that were clever and
funny, associated with a brand, but doesn’t convey anything
about the product
• viral ads – videos that conveys a key product attribute and
are remembered for the product it is advertising
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3. Viral Videos
Videos remembered for the
video and NOT the product
April 27, 2012 3

4. Microsoft
“Megawoosh”
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5. Geico
“Numa Numa Guy”
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6. Samsung
“Extreme Sheep LED Art”
April 27, 2012 6

7. Cadbury Chocolate
“Eyebrows”
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8. Volkswagen
“The Force”
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9. Clever Videos
Funny videos where brand is
remembered
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10. Smirnoff
“Tea Partay”
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11. Evian
“Evian Rollerbabies”
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12. Etrade
“Etrade Babies”
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13. Old Spice
“Old Spice Guy”
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14. Viral Ads
Videos remembered for the
product advertised
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15. Blendtec
“Will it blend”
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16. Durex
“Get It On”
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17. TNT
“Push To Add Drama”
30 million
views in 25
days
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18. Purple Content
“The Power of Words”
Conveyed
exactly what
Purple Content
does …
(copywriters)
April 27, 2012 18

19. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is an industry-recognized thought
leader in digital strategy, search and social media
marketing and former Group Chief Digital Officer of
Omnicom's Healthcare Consultancy Group. Dr. Fou has
over 16 years of management consulting and digital
strategy consulting experience, advising CMOs,
marketing executives, and global brands. He pioneered
the application of the Unified Marketing™ framework
to optimize marketing and advertising across traditional
and digital channels.
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
April 27, 2012 19
acfou@mktsci.com