Okay, so came across another innovative campaign involving a mobile handset manufacturer – this time Sony Ericsson, working with the creative people over at Iris. Brand Republic recently covered all the details – but a nice integrated campaign to generate some awareness for the launch of its latest Walkman phone on the 3 network. A video, where the viewer (who should receive an email inviting them to watch it) watches a relatively haunting (think it could have been dialled up in the fear factor stakes), suddendly finds themselves involved in the story and one step further then recieves a phone call, timed with the video. Nice.
As many have already pointed out, the recent Obama “no voter” video may go down as the greatest truly viral marketing video seen to date (at one time I was hearing reports it was going out to over 300,000 people a minute) and certainly will now inspire a wave of similar format videos. Hopefully it will also inspire further innovations in this area (I’ve already had clients ask for a “video like that”) of greater audience engagement/involvement i.e. like including a name, or as in this case, involving a call to mobile.
The Obama video, and this Sony E one, and there are others, offer a). a great way of capturing valuable audience data (improves the ROI) b). a ready/easy format for them spreading – as friends look to pass on the shock / surprise factor to their network by adding in their friends important contact details required to involve them in the video. It’s then the novel factor of being involved in the video/storyline that makes them truly viral. Obviously this won’t / can’t go on forever and soon this format will jump the shark (once the novelty has worn off) – but this should/will I’m sure only inspire more creativity in this field. What next I wonder ?
One of my biggest bugbears, and I know it’s one shared by many, is the client that wants, or the colleague that pitches, a viral video. As we know this is a result/effect not a tactic. You can obviously try to create something that will be “popular” and if successful then go viral. I still find people/clients don’t always grasp this concept (and most importantly what it takes). Sitting down with them and showing them videos that have gone viral can be a good way of doing this – they’ll soon see that you need to create something that moves people – for someone to pass it on, you need to create a reaction i.e. shock, be totally original, be humorous, be spot on with the zeitgeist etc to really make something fly.
Anyway, rather selfishly this post has just given me a reason to link to Brendan’s recent post on some of the best virals ever – great post mate.