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         Guer     illa M
Vi ral &
                            1
              l GSU Fall 201
     Ja ke Aul
Viral marketing
 
  Diet Chocolate Cherry Dr. Pepper and
    Chocolate Rain video
 
  Blend it (blendtech case study from
    Groundswell)
 
  Old Spice
 
 BurgerKing
Viral marketing
 
  Kia hamsters
  
 http://www.youtube.com/watch?v=miC1VZ9UVCQ

  
  Bleeds over into event marketing
 
  Honda Musical Road project
 
  Airlines (United vs. Southeastern)
 
  YouTube as search engine
Viral marketing
 
   The emoticon
   
 http://mashable.com/2011/09/20/emoticon-history/
 
   Hotmail
 
   W.O.M.
   
   Years of case studies
   
   (Honda Musical Road?)
 
   Viral mktg?
 
   Or viral video mktg today?
Domino’s case study

   Domino’s YouTube page


   Ad campaign


   Social Media integrations


   All depts/staff on board
What’s with babies?

   Dancing baby                  
   Smoking baby
   
   First viral video              
   Worldwide viral attention
                                      
   Indonesia government

   The landlord                          embarrassed
                                      
   sent baby to rehab
   
   One of few viral success
       videos from “Hollywood”        
   Other Indonesian smoking
                                          baby videos
                                  
   eTrade
                                      
   Duration of ad campaign
The Viral Lexicon

   You’ve been “Rickrolled”
  
   Macy’s Thanksgiving parade
      http://www.youtube.com/watch?v=wL-hNMJvcyI


   Keyboard cat
  
 iCanHasCheezburger
Small-Screen Devotions to the Viral phenom


 CurrentTV
  
   Viral Video Film School
  
   50 Greatest Viral Videos http://bit.ly/pMNUZJ


   Tosh.0



   G4
Some Personal Favs

   Techno Viking


 StarWars over San Fransisco


   I’m a bear. Put your head in my mouth


   The Boss and Dylan redo “Whip my hair”
TV Ads as Entertainment

“Firebrand TV has been banked in an experiment to
transform advertising into entertainment. …
The goal was to capitalize on the nascent trend of ads
as entertainment, which intends to make commercials
compelling enough that they are watched for fun rather
than avoided, ignored or skipped.
The trend is also manifesting itself on Web sites like
veryfunnyads.com, part of the TBS cable network…”
http://mediadecoder.blogs.nytimes.com/2008/03/04/firebrand-burns-out/
Movies/Video Ads as Entertainment

•  Early 2000s video ads
  •  BMW
  •  U.S. Army

•  Product placement in film
  •  E.T./Reeses Pieces
  •  Matrix/Nokia
YouTube/Videos as Documentation & PR


   Journalism

   
   The Arab Spring
   
   Other examples?


   Exit Through the Gift Shop

   
   Mr. Brainswash viral video
   
   Street art


   Cartoon Network publicity gone wrong

   
   But… publicity goal achieved?

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Gsu viral marketing

  • 1. arketing Guer illa M Vi ral & 1 l GSU Fall 201 Ja ke Aul
  • 2. Viral marketing  Diet Chocolate Cherry Dr. Pepper and Chocolate Rain video  Blend it (blendtech case study from Groundswell)  Old Spice BurgerKing
  • 3. Viral marketing  Kia hamsters http://www.youtube.com/watch?v=miC1VZ9UVCQ  Bleeds over into event marketing  Honda Musical Road project  Airlines (United vs. Southeastern)  YouTube as search engine
  • 4. Viral marketing   The emoticon http://mashable.com/2011/09/20/emoticon-history/   Hotmail   W.O.M.   Years of case studies   (Honda Musical Road?)   Viral mktg?   Or viral video mktg today?
  • 5. Domino’s case study   Domino’s YouTube page   Ad campaign   Social Media integrations   All depts/staff on board
  • 6. What’s with babies?   Dancing baby   Smoking baby   First viral video   Worldwide viral attention   Indonesia government   The landlord embarrassed   sent baby to rehab   One of few viral success videos from “Hollywood”   Other Indonesian smoking baby videos eTrade   Duration of ad campaign
  • 7. The Viral Lexicon   You’ve been “Rickrolled”   Macy’s Thanksgiving parade http://www.youtube.com/watch?v=wL-hNMJvcyI   Keyboard cat iCanHasCheezburger
  • 8. Small-Screen Devotions to the Viral phenom CurrentTV   Viral Video Film School   50 Greatest Viral Videos http://bit.ly/pMNUZJ   Tosh.0   G4
  • 9. Some Personal Favs   Techno Viking StarWars over San Fransisco   I’m a bear. Put your head in my mouth   The Boss and Dylan redo “Whip my hair”
  • 10. TV Ads as Entertainment “Firebrand TV has been banked in an experiment to transform advertising into entertainment. … The goal was to capitalize on the nascent trend of ads as entertainment, which intends to make commercials compelling enough that they are watched for fun rather than avoided, ignored or skipped. The trend is also manifesting itself on Web sites like veryfunnyads.com, part of the TBS cable network…” http://mediadecoder.blogs.nytimes.com/2008/03/04/firebrand-burns-out/
  • 11. Movies/Video Ads as Entertainment •  Early 2000s video ads •  BMW •  U.S. Army •  Product placement in film •  E.T./Reeses Pieces •  Matrix/Nokia
  • 12. YouTube/Videos as Documentation & PR   Journalism   The Arab Spring   Other examples?   Exit Through the Gift Shop   Mr. Brainswash viral video   Street art   Cartoon Network publicity gone wrong   But… publicity goal achieved?