Viral Marketing - what is it?

We're often asked to include considering 'viral' as one part of our integrated campaigns. But viral isn't a channel, it's an effect. It's just easier to refer to it in that way.

And it's simple and cheap right? Just film a movie, stick it on YouTube and watch it spread all over the world. Easy!
Wrong.

Due to the popularity of YouTube it's often assumed that viral=video but this is far from the case. These days 'viral' can be pretty much anything, from videos and Twitter competitions to augmented reality and 20% off booze vouchers.

And because it can be anything that's why an integrated approach is often best.

These days the easiest way to pass any content on from one person to another, or preferably to many, is using digital channels. But that doesn't mean that digital folk are necessarily the best people to come up with the original idea. In fact, you're probably going to get a more cynical response to an average idea because we tend to have more exposure to these channels and therefore more viral campagins than the average person. It's just the way we are.

Take the T-Mobile dancing in the station. Your average digital person would probably have said they'd seen flash mobs 100 times before. Been there, done that. I think it originated in New York and the first was in a carpet shop much to the displeasure of bemused sales assistants. It was nothing to do with a brand or product, just a bunch of pranksters having a laugh. Then there were the singers in the airport advertising the theatre. And so on....

However, with the backing of a TV campaign, the Liverpool Street dance has achieved nearly 14m views on YouTube. Now that's impressive!

But it's not a digital idea and sometimes the best virals aren't. In fact nearly every successful video viral is a good piece of film-making rather than a great piece of digital. The power of viral is usually in the digital method by which it's passed on.

As with any campaign a mix of channels works best. While I'm no fan of the advertising, Oasis pushed the boat out with the Cactus Kid. There was a website to vote on your preferred ending to the advertising series, Facebook and MySpace pages for the characters, behind the scenes making of content, even a fake find the kid campaign site. It wasn't my cup of tea, but then again I'm not the target audience. But I'm not sure they got it either.

It's not always about video. Websites can be viral too. Swedish Armed Forces is a spin off the traditional game route, presenting intriguing tests in such a creative and cool way that you want to send it on, well I did anyway.

And SAS Globe of Fortune is a clever hook up with your friends on social networks to win a free flight.

When you start to mix video content with creative digital technologies that's when things can really hot up.

Amongst the first to start customising video content online and sending it on were Audi (with their DNA campaign) and Mini with this viral classic produced by Glue.

Now this has spread to include video content and even voiceovers. Have a look at this from the Know the Signs Campaign from Heineken.

or this from ICO...

So what makes a successful viral? It really comes down to two key things, content and exposure.

1. Content
The general rules are that your viral needs to be;

- interactive (challenge your friend game)
- shocking (VW Polo suicide bomber or Diesel safe for work porn)
- sexy (Kylie for Agent Provocateur)
- funny (Old Spice)
- cool (Quiksilver)
- inquisitive (TFL or Samsung)
- or the latest trend, to have a feel good factor (Evian)

Sounds easy, but it's harder than it seems. It's difficult getting one of these that works hard in a way that your client's brand will be happy with. And it's always easier with B2C. It's got to have standout. So if you're going for comedy then make sure it's funny.

2. Exposure
If you are Nike then you're likely to have a database of customers and the traffic to your website to get your viral passed on. Nike didn't even need to release their Kobe LeBron adverts online, their fans did it for them, and then they parodied the ads, gaining even more exposure. Then again a good script, two megastars and a few Henson creations go a long way.

If you're a lesser known brand and are looking for impact, then you have to seed your content. And it's definitely worth working with seeding specialists rather than trying to join in the conversation cold. Your target blog will see right through any impostors and the damage you inflict could go more viral than your intended content.

Remember you can't control viral. It might spread around the world to audiences you never expected. With both positive and negative effects!

To sum up, always ask yourself, would you forward it to a friend or colleague? Would your target audience? If the answer's no then it's not going to go viral. Easy :-)

This last example ticks a number of boxes. It's a topical, clever, shocking, interactive video from the Metropolitan Police. Brilliant. If you're only going to click on one link in this post make it this one.

Barnaby Ellis
Head of Digital