Achieving “Viral” Status
by Michelle ~ March 15th, 2011. Filed under: E-marketing.The “viral video” is something that countless firms strive for and few manage to achieve. There is no formula for making a video go viral and it is often something that happens by chance. However, there are ways marketers can improve online videos and increase the probability of achieving the coveted “viral” status.
5 approaches for creating online video value:
1) Extend the marketing message into the sales process
2) Get customers to speak on your behalf
3) Turn corporate spokespeople into video stars
4) Extend live events to larger audiences
5) Build brand and generate new interest with a viral component
Video can create emotional and engaging connections with consumers. However, most struggle to make them personal and persuasive. Marketers need to step out of their comfort zone to provoke compelling interaction that generates demand and makes the video more authentic.
Smart Water posted a video on March 7, 2011 which since has gotten over 7 million views. The entire ad pokes fun at “viral videos” while simultaneously showing off the product.
I think Smart Water has done quite a nice a great job with their amusing video. They really nailed it by getting Jennifer Aniston, their celebrity spokesperson, to be the star. The punchline, planning to call the video “Jen Aniston’s Sex Tape”, is particularly entertaining. Although they ultimately called the ad “Jennifer Aniston Goes Viral” it was still a huge success. I mean who can resist animated dancing babies? Not I.