See how Axe managed to bring some life to a small town in Alaska… The viral created by The Viral Factory is definitely funny and very well done, also because the Axe brand name appears only in two quick shots. Tag = viral marketing
Alfa Romeo has setup a microsite to promote its new Alfa 147 Pack Techno. A series of viral videos entertain the visitor on the homepage, featuring the messages “how to pack 60 hours of music in a 147?” and “why calling wireless from an Alfa 147?”. A competition also allows Alfa fans to win an iPod 4 if they invite friends to visit the site. To me this looks like an excellent example of viral marketing, because the video content and the prizes are strictly related to the product that the car and its features. I just regret that despite Alfa Romeo is an Italian brand, the campaign isn’t running in Italy but only in France.
Webliquid is behind the viral campaign launched by Hilton Hotels to promote its brand in the UK. Have a look at www.impresshilton.co.uk and tell me if you’re impressed or disappointed. Given Hilton’s target audience, I wonder what’s the value of this campaign. Too me it looks like they went viral just because everybody is going viral…
“Sisterhood of the Traveling Pants” will debut on June 1st, but in the meantime two “virally enhanced” sites are supporting and promoting its release. Richness and interactivity, these are the keywords to describe the online effort by Warner Bros, which has also decided to put some mobile content just too be cool (it’s not much, just wallpapers to download and SMS alerts). Warner Bros tries to keep advantage of an “enjoy & share” concept, giving young visitors the possibility to send to friends any piece of content on the site. In particular, as explained on ClickZ Electric Artists has created www.friendshipquiz.net, where users can create a quiz and send it to their friends in order to win prizes such as an iPod Shuffle. If you visit this site (the official one), you might also notice the Levi’s product placement in the homepage picture.
Paper discount coupons start looking rather old-fashioned and “annoying” in South Korea, that’s why Hyundai Department Store, the nation’s largest department store chain, has started issuing mobile coupons targeting you.ng customers. Telecoms Korea reports Hyundai will send mobile coupons to 300,000 customers aged 17 to 30. The nice thing to note is the viral essence of the initiative. Coupons in fact can be forwarded to friends, giving Hyundai marketers the possibility to reach a wider number of prospects. Of course there is the risk of spending a lot of money to support the discounts, but the positive, viral effect should be granted.
The elections will take place in the UK in 14 days and as it could be easily expected the Internet is playing an important role in campaigning and attracting voters’ attention. Randommedia has created “
“Create your passion ad” is a funny idea by the belgian agency L G & F to promote the new site of SN Brussels Airlines. The site allows you to create your own personalized ad. Since its launch the site has delivered about 3000 daily “passion ads”. [News via Digimedia (in Dutch), link via
MSN has taken extremely seriously the recent launch of its new search engine. The have produced tons of ads appearing on Tv, radio and internet web sites. Now, following the current fashion “if it isn’t viral it won’t work”, they have asked 42 Entertainment to create a viral campaign. Just to be “original”, they have decided to star six bloggers in the campaign. MSNfound is the site where everything takes place… As the people commenting the news on Adrants said, this is not a viral campaign. I feel like at MSN they just wanted to appear “trendy”. They used “bloggers”, they produced a “viral”, two things everybody talks about today on the Internet. Unfortunately what they actually created lacks of originality and I’m not sure it will be worth remembering.
You can love it, you can hate it. But surely you can’t stop it. It’s the word of mouth, the viral effect that can damage (or even destroy) your brand or can make you a star in a few days. I enjoyed reading a very good article about viral marketing on Le Monde (in French), which usually doesn’t cover this kind of issues. Entitled “Les gu
Watch your shoulders, you might have a “guerilla marketer” just behind them. As Forbes reports, guerilla marketing is on the rise. Advertising messages are all around us and consumers’ attention is becoming so difficult to get using traditional channels, so marketers have started using unconventional means to place their products in front of us.
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