Viral marketing has evolved over time from traditional mass marketing campaigns to more participatory approaches leveraging new technologies and social media. Successful viral campaigns build on existing cultural practices, use familiar meme formats, generate buzz through mystery or playfulness, and allow user-generated content. However, campaigns must respect users and avoid excessive transgression to build trust and ensure the message is spread rather than rejected.

1. Viral Marketing ASIMS: Community Multimedia Summer 2008 Steve Anderson

2. Historical context -Brands first appear in late 19th century -20th century mass marketing campaigns create markets for new products: radios, phonographs, cars, light bulbs , etc. -1980s: shift from product advertising to brand marketing -1990s: brands’ primary association is with lifestyle not commodities For years we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. We’ve come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool. -Phil Knight, Nike CEO

3. Cultural context - Convergence Culture / Participatory Culture - Social and technological phenomenon - Proliferation of broadband access - Dynamic networks - Tech-savvy, empowered consumer-producers Chris Anderson, The Long Tail Henry Jenkins, Convergence Culture Yochai Benkler, The Wealth of Networks

4. Marketing context - “Publicity stunts” - Guerilla marketing - Stealth marketing - Buzz marketing - Spam - Hoaxes - Astroturfing - Sock Puppeting - ARGs Conspiracy Culture: “Trust no one.”

5. Memes - build on familiar cultural forms/practices - brand identity without the brand - mutation = lack of control - design aesthetics Apple “Switch” iPod / iRaq “ Citizen Ad” Vote Different

6. Trust - confidence game - respect users/consumers - backlash potential The very few cannot fool the very many for very long. -Jordan Weisman

8. User Generated Content -DIY culture -Remix culture -Copyright wars -Creative Commons Coke Zero, “Sue a Friend” (2007) Time Magazine (December 2006)

9. Pleasure - TV advertising model: flow + interruption = frustrated desire - UGC: consumers become producers - Viral marketing: consumers become distributors VW GTI “Blingin’ in the Rain ” (DDB London 2005) Diet Coke + Mentos

11. Play/Game cultures - Heightened expectations for interactivity/participation - Sophisticated audiences/consumers 42 Entertainment: I Love Bees (Halo2 ARG) 2004 Pontiac, Second Life Zombie Island (2007)