NBC's American Gladiators: Interactive and Viral Campaign

I recently fell into a viral campaign, which I feel is necessary to discuss here because it truly shows you how viral marketing works. Yesterday, I came across a friend's Myspace bulletin which contained a hilarious video relating to NBC's show, American Gladiators. After the video was viewed, the video linked you directly to their website. So, there are two positives in that because the video and website help to promote the show and allow viewers to become more aware of it. The link actually brought you to their games section of the website, which allowed people to interact with the brand in different ways such as creating the video. Hence, the show has used both viral and interactive marketing to further engage the viewer's attention. Both are positive ways to market the show. The video basically was a parody of the show and allowed you to put someone's face on someone else's body during the entire video. I thought it was a brilliant idea, which slightly reminded me of Office Max's viral campaign during the holiday season that allowed individuals to put their friends or family in elf costumes. I thought it was so hilarious that me and a fellow co-worker decided to try it out ourselves, so we placed our supervisor's headshot in the video. I must say the result was pretty funny and it gave us relevant experience on how a viral campaign starts. After posting the video on our company blog, the video started to spread virally. Now, it makes me wonder who else has tried putting someone else's face on these videos. Our experiment with the game gave us a great firsthand experience to see how viral campaigns can spread so quickly.

What do Viral Marketing and Passing Gas Have in Common?

With the expansion of online social networking media, marketers now have another highly useful channel to utilize for spreading the word about their campaign. With the emergence of these channels, and now that the Internet is available to over 760 million people worldwide, viral marketing has had astonishing effects for pushing products, goods, services, and raise awareness. Recent studies show that 58% of the US population uses the Internet as a primary source to get information. This percentage is the highest among other traditional sources of information such as professional advisors, newspapers and magazines. Therefore, marketers have a great advantage when it comes to exploiting the Internet, because of its long reach. As far as viral marketing goes, the Internet is a gold mine for targeting specific niche audiences; even the fickle Gen-Yers, especially now with all the social networking sites available. With use of the Internet, viral marketing can take on many faces and use many themes to spread the word.
I was browsing through YouTube today and I came across what I thought was an excellent viral marketing commercial for Troegs Beer. Troegs Beer is a microbrewery from Harrisburg Pennsylvania that is run and crafted by two brothers. Considering that micro-breweries do not have the financial muscle or the audience to compete with behemoth breweries like Anhueser Busch or Coors, viral marketing is great way to go to reach the crowds that enjoy exclusivity as well as specialty products. This is nice, but what I really enjoyed about their commercial is that it was simple, and had a specific target: men or men who love beer. The commercial displayed a beautiful model in a yellow bikini describing the great taste and array of products; meanwhile she’s belching and farting. The use of potty humor has given this specific video on YouTube an excellent rating, over half a million views and many comments. After I watched that commercial, I started noticing that there were many food and drink commercials that utilized potty humor; and my best guess is that it’s entertaining, and in a gross way, authentic. There were several videos about girls passing gas in general; this must be a new trend.

What does all this mean? It means that with viral marketing, a marketer can maximize the use of that specific channel to an audience by being specific; and letting people with similar interests spread the word. With the expanding numbers of bloggers and the millions of members involved with social networks; the possibilities are endless, no matter how stinky.

Bob Dylan's Subterranean Viral Blues

In order to promote his album due for release in October, Dylan: His Greatest Songs, Bob Dylan has gone viral.



Using content cut from the famous Subterranean Homesick Blues portion of his movie Don't Look Back, users are able to fill in ten cards with whatever content that they would like. Those cards are then injected into the video clip, followed by a message urging viewers to check out the new album. It is then able to be shared via email.

Potential abuses for this are obvious, as the possibilities are endless. Regardless, that will serve to make the campaign even more popular.

This piece is a prime example of what viral is all about - simple and effective.

My only criticism is that it doesn't appear that it can be shared in any way but email. A welcomed addition would be to generate code to put the created video on a blog or social networking page, or to be able to send the video to sharing sites such as YouTube or Google Video. But even though these options aren't readily available, surely resourceful fans will find ways to capture the video and share it beyond its intended means - which can only be a good thing for album sales.

How Not To Go Viral On YouTube

While again reading Ad Age this morning, I came across an article about Neiman Marcus "taking over the YouTube homepage" to celebrate its 100th Anniversary.

After a quick skim, I jumped over to YouTube for a look at the promotion. The page seemed completely normal, with a number of revolving video previews on a white background. I scrolled down the page, then back to the top. I finally returned to the article, assuming that the promotion just hadn't been launched on the site yet.

After finishing the article, I thought I'd take a second look. There it was - I found it! In the top right-hand corner, I noticed that there was a slightly larger video frame, with text including the Neiman Marcus brand name below.

Was this really the promotion? Maybe it was overstated by Ad Age, but this didn't look like taking over the page to me. Can it really be expected for people to find and play this, when it can hardly be found by a person actually looking for it?

Maybe there were other hurdles, but it appears that before the video even starts, something is needed to draw one to that portion of the page. If $250,000 or more is being spent, why not go the extra mile and actually throw some design into the mix?

Additionally, an unfamiliarity with the medium was apparent as well. Working within the already restrictive means on the site, there was one other addition that really could have helped it stand out - the first frame of the video. This first frame acts like a web banner, to make people want to click on it and play the video. Instead of inserting a frame with a large, readable company logo, or other means to entice the viewer, they stick with the first frame of the reel - which is unfortunately boring. See it for yourself below.



The clip starts with a number of people speaking about their impressions of the brand. This could have been interesting with the correct videography. Of the four minute clip, over the first minute is visually uninteresting, with no images regarding the actual store or brand - instead people just speaking about their experiences. No one has ever been able to glue someone to the screen with this type of shot, period. I wouldn't have finished the clip if it weren't for the feeling of necessity to write this blog post. YouTube audiences agree - the initial video has 2/5 stars as of this writing. And in addition, the initial installment of the video has over 75,000 views, while the second installment was only able to draw under 50 viewers. That means a staggering 1 in 1500 clicked through to see the next video - ouch!

Can the executives who made the decision to go on YouTube be blamed? Not really. The move to go on YouTube with the brand was actually a pretty solid one. They even had the numbers to prove it. The video probably looked fine to them - they're business people, not directors.

However, it appears that the ball was dropped a number of times during the design of this promotion. In the future, they may want to rethink the overall management of their viral promotions.

Making Dreams Come True with Viral Videos

Sometimes it can be tough when requesting users to submit content. There has to not only be an interest, but enough of a connection to make the user take that extra step and not only create, but publish the content on your site.

So why not reach them on a deeper level? We all have dreams that, although they might never come to pass, we connect with, and we would love to jump on an opportunity to showcase our talent. Look at American Idol and how many thousands of people show up on audition day as an example.

So when asking for content, it can be highly effective to address the dreams of the audience. Ask them to assume a role that they already desire. A good example of this is Comedy Central's Crash Course in Comedy.

This site is not only effective because it asked users to contribute something that they already want to proliferate, but it also gave them entertaining content to facilitate their work as well. In this case it was through humorous how-to videos.

So if nothing else, ask the users to do something that they already want to do, and make it easy for them to do it. It's easier to make your audience do something if they already want to do it!

User-Interactive Viral Videos Bring 'em In and Keep 'em Coming Back!

Most of us know the story of Lonelygirl15. A few Avant-Garde filmmakers were able to trick people into thinking that a staged serial podcast was actually a real-life representation of a young girl's life.

After being found out, they were successfully able to continue their project. One thing that kept the viewers coming was the fact that they were able to interact with the characters through the submission of user-generated content. This allowed viewers to feel more like more of an integral part of the plot - the interaction kept them coming back.

Another group is hoping to be able to replicate this success - however, with a more honest approach. KateModern will work upon the same premise as Lonelygirl15 - after it was made to be honest. KateModern will be influenced by users, but will be supported in a different way - through sponsorship. The producers will find new ways for viewers to interact with the products in order to solve puzzles and further the story. It's kind of like a soap opera meets the price is right... or it could be!

As did Lonelygirl15, this has the potential to demonstrate the future of serial broadcast. It is likely that advertisers will be forced to move away from the 30 second TV spot, as Tivos, DVRs and Media Centers before more prevalent. Not many watch commercials anymore - if they don't have to. This brand interaction not only holds the potential to solve that problem, but also to improve upon it. What could be more valuable than having thousands of viewers that are ready and willing to interact with your brand?

Viral Videos and Advertising with Pre-Existing Content

Who says you have to make your own content when going viral? Why not leave it to the experts in content creation?

There are multitudes of extremely talented individuals posting content on the Web. The very nature of the Web allows these folks an outlet for their media - media which could be serving your needs! Ruling out the idea of third-party content is like refusing to hang a Rembrandt or Van Gogh because you didn't paint it yourself.

One great example of this is how Honda licensed content from JibJab for a President's Day campaign.

So the next time you find yourself surfing YouTube, Google Video, the aforementioned JibJab, iFilm or any other site that is rich with User Generated Content (hopefully not on company time!), why not be productive and think about how that content could work for you?

Using Viral Video to Capture a Passionate Audience

As MediaPost, points out, it is more valuable to market to engaged consumers. Many corporations found success marketing using Web video during March Madness.

What makes this different than other marketing avenues? These users are not only actively, but passionately seeking out information. When they watch a video or click on a link, they are already in a frame of mind that is useful to marketers, and will be more likely to pass that enthusiasm onto the product or service.

So when deciding where to market your product, take it beyond demographics. Think passion! What do people love? What do people feel strongly about? For instance, there are those of us who feel strongly about their classic gaming roots and go ga-ga for Nintendo or even PONG. And then there are those who can't read enough about their developing infants, from names to feeding methods to... products which can help them develop - a logical expansion.

However, there are certain things that people are passionate about that you want to stay away from. Don't alienate yourself by advertising on a site that ardently promotes a certain view that others may be offended by. Just use common sense here and you'll be fine.

A Safer Way to Proliferate Viral Videos?

YuMe Networks, a new advertising body, launched last week. They promise "access to a premier network of online video publishers and a catalog of brand safe, contextually relevant and targeted advertising solutions."

What does all of that really mean?

Have you ever caught an ad for a company on a site that is completely inappropriate? It's likely that you have. Many buy banner advertising with no guarantee of what type of content will be present on the site that the banner appears on. These incidents can range from awkward, to embarrassing, to downright hilarious. Sure, that's not video, but you get the idea.

One example that comes to mind is a forum that does not allow talk about online gambling sites, yet would routinely have banner ads for them. Another example is of a major manufacturer of digital cameras who often has ads on sites that promote the pirating of digital content - unlikely their intention. I'll stay away from specifics here.

So this service just may help in certain circumstances, especially for the more brand-image conscious, which often consists of large multi-national corporations.

However, is it right for a viral campaign? Maybe not. It will be unlikely for the content to be able to be transmitted outside of the intended page(s). Therefore, it will probably not make it to YouTube (unless you put it there as well - maybe a consideration to make if going this route) and then not posted on numerous blogs or social networking sites.

It is an interesting concept that will be surely be of use to some, but it might not be the easiest way for your video to go viral.

Viral Videos on the Wii and Media Center

Following up on our previous post on the Wii's viral capabilities, there has been an interesting new development.

At this point, YouTube is the undisputed champion of viral video content. And for that reason, it makes sense for it to be available on every possible medium.

YouTube was actually already able to be used on the Wii, but it suffered from many of the setbacks that were outlined in our previous post. Most notably was the low resolution which makes text nearly unreadable and navigation quite cumbersome.

Enter WiiToob. WiiToob serves as a front-end for YouTube, formatting the site with large, Wii-friendly text and giving users easy access to new and top videos. It follows in the footsteps of other YouTube-interfacing creations such as Yougle, a Windows Media Center Plugin that allows users to view YouTube, Google Video, and other streaming video providers' content from the comfort of their couch utilizing Media Center's 10 foot interface.

Various previous projects have attempted to utilize web content from the couch, and most have seen meager success at best (ex. WebTV - now msnTV).

The major difference here is that the newer devices that we have discussed are being initially purchased for other purposes, including gaming or using as a personal video recorder. These added functionalities serve as a bonus, and for that reason consumers may feel more positive about them and be more receptive to them. They also serve to promote the original device - which can assist in maximizing adoption rates.

It also helps that consumers have something to use their Wii for when they've came down with a bad case of Wii elbow. As they still continue to sell off of the shelves, this is a hot time to be promoting content on the system.