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Archive for the ‘viral marketing’ Category

Pure friggin’ genius. 😀

Click on the image to play the video.

Hat tip to Dan Hollings.

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Someone sent me this today, and it made me laugh outloud. Funny and clever no matter what your political views.

Also a great little example of the power of a well executed viral campaign. (Even Fox News picked it up!)

Click on the image to see the video.

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A post dear to my heart from Go Big:

Reminds me of this one.

Every time I hear someone use the term “viral marketing,” I cringe. I know it seems like just a word, but I think it’s a concept that misses the mark and perpetuates some half-baked thinking.

I hated the word “viral” the very first time I heard it in the mid 1990s, probably because it made Marketing sound like we were spreading a disease other people had no choice but to spread, too. At the time, the whole “viral marketing” thing got people excited because it used the Internet to cheaply spread crap like Burger King videos or Hotmail invitations. Dance monkeys, dance.

Now that we’ve all been bombarded on the internet, the notion of something being viral is no more special than any other idea or phrase that catches on. That’s just part of Marketing’s job. For over a decade now, Advertising Agencies all over the country have some sort of “Viral Marketing” as part of their plan to try to get us to ask their version of the Subservient Chicken to do something obscene and then laugh about it. We all get a bajillion invitations to try products and there’s an asston of bite-sized digital entertainment gimmicks you can sneeze all over your friends. No question, you can get the word out quickly but spreading your message is a small part of the picture.

I remember sitting in a Jive meeting when someone mentioned viral marketing and then in the very next meeting engineers were talking about the importance of product adoption. The word “adoption” struck me. Why is spreading Marketing a disease but spreading product usage like bringing in a stray dog? Shouldn’t we be pushing for Adoptive Marketing? Marketing that people want, that leads to products people want? Viral Marketing is merely the quick transaction of ideas. But if no connection is made to the product, the Marketing can (at best) only make an ephemeral nick in brand perception. Adoptive Marketing can be just as “viral” but is so closely connected to the product that if the idea catches on, so does the product. In fact, the product is built to be remarkable and to be the primary Marketing engine. For people to spread Adoptive Marketing it means that within the product and the Marketing they:

– Discover recurring personal significance
– Control their own participation
– Believe it improves their situation

People adopt things they have an emotional connection to. They like it and/or it helps them. Adoptive Marketing is dependent on the product. Ask any Marketer who has the best Marketing and the first company they think of is Apple. But Apple’s ads only work because their product and retail experience backs up the Marketing. Apple practices Adoptive Marketing. The Marketing is the product. The product is the Marketing. You want to talk about the iPhone. You want to use the iPhone. You want to watch the Ads. It’s a social object. You care. You choose. It improves your situation. It’s feels unique, even if it’s not. When you’re successful with Adoptive Marketing you’ve earned the right to be an Organic Meme. Screw being viral.

The problem is most products suck. If your baby’s ugly, go market something you believe in. Or it’s time to sit down with the product and service group and have a heart-to-heart. Yes, I’m sure it’s not that easy but we can’t fix it for you. Perhaps you can think around your product to create a social-cause initiative that makes people love your ice cream, batteries or dryer sheets. No amount of dancing babies or viral videos will cover up the fact your product is boring.

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Ah, viral and buzz marketing. Good stuff. Remember the personalized phone messages Samuel Jackson sent out to your friends’ cellphones to let them know about Snakes On A Plane two years ago? Well get ready, because The Dark Knight is taking their guerilla/buzz marketing campaign a few steps further.

Pure genius.

From FirstShowing.net (via Panasonic Youth’s blog):

The Dark Knight’s Viral Marketing Gets Very Real –

Cakes, Cell Phones and All!

A couple of weeks ago we were following the latest viral marketing campaign online for The Dark Knight pretty closely. An online version of the fictional newspaper The Gotham Times arrived and was followed by numerous websites, including a defaced Joker version of the paper called The Ha Ha Ha Times and even a website for the Gotham City Rail with a subway map of the city. This whole campaign is on the other end of the spectrum of the teaser poster – this stuff is absolutely brilliant. I followed up on this whole viral campaign earlier today and discovered I’d missed something HUGE! The Joker has been recruiting, and I mean quite realistically!

After the bevy of new websites came online and messages started appearing where the result was to wait a number of days, most of us lost the ability to keep track of everything going on. Well a few hardcore fans have been keeping track and they’ve got one hell of reward – they’re now members of Joker’s army. This reminds me of the that scene in the Matrix, where Neo gets that phone from the FedEx envelope and it rings right away. Except this is real life folks.

On December 3rd a new page appeared at whysoserious.com/steprightup with a hammer game and some teddy bear toys. Each toy had an address on it located in a number of cities around the US. The note on the game told people to go to that address and say their name was “Robin Banks” (get it, “Robbing Banks”) and they’d get something there. It was first come, first serve, and each location was a bakery. What they were given was a cake with a phone number written on it. Now here’s the best part: inside the cake was an evidence bag (complete with Gotham City Police printing) that contained a cell phone, a charger, a Joker playing card and a note with instructions.


The note read the following:

“Wow. You really took the cake! Now put the icing on it. Call [number] immediately from this phone and this phone only. Do not give this phone number to anyone else.

Let’s hope your fellow goons come through as well as you. Once all the layers are in place, you’ll all get your just desserts. I’m a man of my word.”

When the person called the number, a lady answered from Rent-a-Clown to thank the caller. Apparently she said she knew who the caller was and then after hanging up, they received a text message. It read:

“Good work, clown! Keep this phone charged and with you at all times. Don’t call me. I will call you … eventually.”

If you can believe it, the Joker now has real, live people recruited to his army sitting with a phone awaiting his call. I thought this stuff only happened IN movies, not FOR movies!

Additionally, once all the cakes were handed out, a new page was linked where users can sign-up to receive a free screening pass on Thursday night at 7PM to see I Am Legend in IMAX which will include the first 7-minutes of The Dark Knight that was filmed specifically for IMAX. Another link also revealed the first teaser poster.

My first reaction to all of this: HOLY SHIT! That is the coolest thing I have ever seen in terms of viral marketing! They’ve got people armed with cell phones ready to go out and do whatever the Joker asks. Now I’m just frustrated that I wasn’t keeping up with this close enough to grab the cake and cell phone from Denver. However, now I’m armed and ready the moment another clue comes up (at any time of the day) to head out and be the first one.

This viral marketing for The Dark Knight is really getting quite “real” and I mean that it is really picking up and getting tangible. I can’t wait to see what happens next! There’s still 7 months until the movie even comes out!! Thanks quite a bit to HollywoodChicago.com for the photos and info on this.

The Dark Knight, the sequel to Batman Begins, is directed by Christopher Nolan (Memento, The Prestige) and co-written by Christopher Nolan, his brother Jonathan, and David S. Goyer. The movie arrives in theaters next summer on July 18th, 2008.



Clever as hell.

Have a great weekend, everyone. 🙂

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