Online Viral Campaign.

1. 3.3.1
Viral Marketing

2. What is it?
 Viral marketing is the process
of using peer-to-peer
communications in order
to rapidly spread information
about a brand or message.
 Viral marketing is a marketing
phenomenon that facilitates
and encourages people to
pass along a marketing
message voluntarily.
 The term ‘viral’ stems from
the concept of a ‘virus’, a
self-perpetuating
phenomenon which
infects whatever it comes in
contact with, spreading itself
in an expanding outward arc.

3. Your message is the virus.
The carriers are your audience.

4. Four Goals
THE BEST MULTIMEDIA ACCOMPLISHES FOUR GOALS:
 Captures viewer attention
 Engages viewers emotionally: If you want to
simply inform viewers, use text on a web page
or email. The multimedia advantage is when
you can pull on their heart strings, rile them up,
conjure the pain of their current situation, and
raise the prospect you have the solution they
have been searching for.
 Disengages viewers shields: Viewers are always
skeptical of your intentions. The emotional
engagement of the best video creates a bond
and can elevate you quickly to a trusted, worthy
advisor. Or, at the very least, someone worth
listening to.
 Successfully prompts them to take the next step

5. The Key is Emotional Engagement
 Emotions are inextricably a
component of social
communication.
 As humans, we share our
emotional experiences as a way to
express our individuality and
maintain our relationships.
 People encounter specific data or
ideas daily and pass it on to their
friends and other people in their
networks.
 Information is shared
more rapidly when the recipient
has a strong emotional
connection with the specific
message.

6. The 6 Emotional Triggers
Surprise Anger
Joy Fear
Sadness Disgust

7. Surprise
 An essential element of all viral marketing campaigns.
 It works as a foundation alongside other emotional
triggers.
 It jolts people out of their habits of perception and can
instantly trigger the instinct to share.
 The goal here is to think about ways to elicit positive
surprise by enhancing the experiences of your audience in
unexpected ways.
 Make people feel privy to an unique situation
 Frequently, the more disruptive the message, the sooner
it is shared.

8. Joy
 An emotion suited for
irrelevant or fun brands
 Excellent for brands who
want to revitalize their
image
 Suitable for products which
promise life enhancement

9. Sadness
 Suitable when seeking an immediate
response to unfortunate events
 May result in short-term
commitments instead of long term
patronage
 Best to balance with messages of
hope or change

10. Anger
 Best suited for single issue campaigns that require an
immediate reaction to perceived injustices
 A fleeting emotion and therefore not suitable for
campaigns which require long-term action
 Does not work well with complex or subtle issues

11. Fear
 An emotion that is a short-term response to a
perceived threat
 Must be used carefully and sparingly
 Likely to receive mixed responses
 Best accompanied by proposed
solutions which solve the fear-causing problem

12. Disgust
 Best targeted towards young
males
 Suitable for brands with a
rebellious image
 Should only be used intermittently
to avoid unnecessary offense
 Males are twice more likely to
pass on messages involving
disgusting humor than females

13. Examples
 Burger King’s “subservient chicken”
www.subservientchicken.com
 Honda’s “the cog”
http://www.youtube.com/watch?v=EEF0cg1j35o
 Gatorade “awesome catch”
http://www.youtube.com/watch?v=FMnUrdTIJ3A