To prove the magic of YouTube, and why TED’s Ads Worth Spreading Challenge does well to use it as channel for the ads I have chosen a few of my favourite YouTube viral marketing successes. These videos have launched sales for relatively unknown brands, and made them worldwide icons, iconic sports stars, and even national jokes.
First the most iconic of all viral marketing YouTube videos:
Will it Blend?: Blendtec
https://www.youtube.com/watch?v=qg1ckCkm8YI
Proving that Internet, social media and viral marketing can sell anything, to all kinds of audience. Who would have thought that one of the greatest Internet campaigns would be of blenders!
Another great (unintended or not) viral success is that of Canadian folk Band Sons of Maxwell, who after posting in YouTube a video of a song complaining about how United Airlines broke the lead’s guitar and didn’t compensate him, have booked many gigs.
United breaks guitars: Sons of Maxwell
https://www.youtube.com/watch?v=5YGc4zOqozo
This is also an example of negative viral marketing, as United Airlines lost about $180 million in stock value in 4 days.
Another impacting ad that brought high sales to the company is Dermablend’s demonstration of how its make-up can cover everything. By targeting the prejudices many tattooed people face, with the emotional tint of “do not judge a book by its cover”, this video has achieved huge success.
Go beyond the cover: Dermablend
https://www.youtube.com/watch?v=9mIBKifOOQQ
It also targeted a new audience for Dermablend that now has many videos in its web showing how to cover tattoos with the make-up, and is purchased for this purpose.
Leading to the national joke… this ad designed by legendary “commercial kings” Rhett & Link, has given a local taxidermy shop worldwide coverage.
Ojai Valley Taxidermy
https://www.youtube.com/watch?v=LJP1DphOWPs
Nope! It’s Chuck Testa!
My personal favourite is this incredible video; where Danny MacAskill shows some stunts in his bicycle though the streets of Edinburgh. Now the first ever professional street trails rider (a profession he coined) sponsored by Red Bull, MacAskill has become an iconic star, making this whole video into a company (Inspired Bicycles Ltd.) and himself into a brand.
Inspired Bicycles: Danny MacAskill
https://www.youtube.com/watch?v=Z19zFlPah-o