Viral Moves Me

Reported in this blog time and time again and due to the largely growing success of the website, it is obvious that YouTube is a prime viral marketing outlet. OK Go is a band that utilizes this outlet very successfully.

It began, without a plan, when their homemade video for "A Million Ways,” gained recognition when it was released without their record companies consent. It achieved the status of “the most downloaded music video ever with over 9 million downloads.”

OK Go attempted to continue this success by making another video with a low budget and releasing it in hopes it would receive the same viral success. "Here It Goes Again" was a video solely based on a choreographed dance on treadmills. “This video was viewed by over 1 million people on the media site YouTube in the first 6 days.”

Revisiting a previous post on ViralVoodoo it is evident that OK Go has encountered main points to achieve their viral success:

High Concept - The key is stimulation, and this takes something special- OK Go stimulated viewers by releasing something very simple and down to earth, which was based on humor.

Focus on simplicity. – The initial video was under $10, and both were based around dancing and lip-synching.

Humor engages the consumers. If it is something that sparks laughter and excitement, many more will be willing to share it with others. – The fact that this was humorous encouraged many to pass it along.

If possible and timely, use something already being talked about in the media. - The utilization of videos with YouTube and other video outlets helped carry this further.

The message should be good enough to be passed along without asking. - Just like sharing a joke, sharing a humorous video is just as appealing to consumers.

Do not make it look “corporate.” A home-made approach will help consumers connect more easily and be viewed as more real. OK Go covered everything in this point.


Wikipedia reports that, “since the VMA performance of ‘Here It Goes Again’, sales of the album & single have skyrocketed, especially on the iTunes Music Store where, as of September 5, 2006, the single has reached #12 and the album #2.”




This is proof that viral marketing is a way to achieve success.



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