Viral still got a heart beat?
Tuesday, December 9th, 2008 | Advertising, Marketing, Web
We’re big fans of this nice little campaign that’s come out of our “friendly” NZ neighbors. I speak to people all the time who say viral doesn’t work - I don’t know about you but I received this video maybe 4 times in a week! I think as a medium it’s still got legs!
A delegate at a recent conference I spoke at asked “do you think that viral campaigns are any good?”. It’s a valid question, I tend to look at it like this; typically viral campaigns are reasonably cheap and easy to develop - I love this campaign by 3M which would have cost, what maximum $5k to develop, yet hit desktops and emails globally. Sure you can’t track how many people physcially have seen it, but I think the simple fact that Iam typing about it right now suggests it worked!
Viral needs to be unique, needs to be funny and clever to warrant people sending it onto their friends, colleagues and family. For a relatively low entry cost, I still reckon viral projects have legs in the cluttered advertising landscape in which we live.
Adam Penberthy - FRESH
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