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Viral: Viral Video
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In January 2007, Domino's Pizza revealed that it was behind a viral video that had been "capturing the attention of millions in the Internet community." To promote its "Anything Goes Deal Contest" —featuring any large pizza, on any crust, with any toppings for $9.99—the company placed a series of viral videos on MySpace and other popular social networking sites, using "larger-than-life characters" offering to sell big-ticket items. The first video, "MacKenzie Gets What MacKenzie Wants," featured a "spoiled rich girl who wanted a blue car for her birthday but got a red one instead. Her whining persisted until she got the car she wanted and then, much to the surprise and delight of video viewers, she decided to offer her red car [a Saab® 9-3 convertible AERO] on eBay for only $9.99." The campaign was a hit, according to the company. "With over two million views across multiple video sites, the popularity of the MacKenzie videos earned a top spot on several video sharing Web sites."3
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Launched Tuesday, the viral push begins at www.freakyourmind.com, where visitors enter a friend's name and phone number. The site generates a Web address to forward, which hosts a video with the mind trick employing the recipient's name and number. Angel then follows up shortly afterwards with a pre-recorded, personalized call to say it was all a joke—along with a reminder to tune in to Mind Freak's premiere episode June 5.
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June 2006 — Voxant will pull Send2Press™ News Network content, images and VNR (video news release), into their News Cubes™ and related viral distribution network. Neotrope will feature Voxant video and content feeds on sites like eNewsChannels™.
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Created by volunteer ad agency Saatchi & Saatchi, the multimedia campaign includes viral videos directed by Joe Pytka as well as radio and web advertising. A few of the radio and online banner PSAs feature an appearance by McGruff the Crime Dog®—an icon tweens welcome as a reassuring presence in the advertising—telling them to delete damaging e-mails or text messages and not to forward them.
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The [K]ey to a really successful viral marketing video is to have it open your web site when it’s done playing. That way when your affiliates have your video loaded on their web sites, anyone who views it will automatically be directed to your sales page for the product or service you're selling.
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Anyone who has spent an afternoon at a site such as iFilm Viral Video or YouTube can attest to how addictive online video can be. Some of it’s funny, some of it’s stupid, some of it’s classic.
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