Viral Marketing Lecture Notes
What is Viral Marketing?
- Generates interest in a brand/product and potential sales via quickly spread messages
- Users share content due to its appeal and ease of sharing, often on social media
- Examples: TikTok, YouTube videos shared across platforms like Facebook, Twitter, Instagram
How Does Viral Marketing Work?
- Users choose to share content, creating organic spread
- Emotional, funny, or unique content tends to perform well
- Social networks are crucial for spreading viral content
Examples of Viral Marketing Campaigns
- **IHOP's IHOb Campaign (2018)
- Teased name change from IHOP to IHOb, generated speculation for 7 days
- Revealed 'B' stood for Burgers, resulting in $113 million in earned media
- Dumb Ways To Die (2012)
- Animated video by Australia's Metro Trains
- Promoted train safety with a catchy song and humor
- Resulted in 60 million media impressions and a 20% reduction in railway accidents
- Oreo’s Dunk in the Dark Tweet (2013 Super Bowl)
- Responded creatively to Super Bowl blackout
- Tweet went viral, earning thousands of retweets, likes, and followers
- ALS Ice Bucket Challenge
- Raised awareness and funds for ALS through viral ice bucket challenge videos
- Generated $115 million in donations**
Key Components for Viral Success
- Creativity and Preparation: Well-designed strategies are crucial
- Luck: Unexpected elements play a role
- Quick Thinking: Seize spontaneous opportunities (e.g., Oreo’s tweet)
Differences Between Viral Marketing and Guerrilla Marketing
- Viral Marketing: Content shared organically and quickly by users
- Guerrilla Marketing: Unconventional methods, ambush tactics
Types of Dispersion Strategies
- Visible Dispersion: Branding is clear from the start
- Concealed Dispersion: Branding revealed later; be careful not to deceive users
Advantages of Viral Marketing
- Low Cost: Users drive content spread, reducing distribution costs
- Wide Reach: Potential for international audience with minimal investment
- Non-Invasive: Users choose to share, improving brand perception and interaction
- Brand Building: Positive personal connection with creative campaigns
Strategy Tips
- Find creative, new ways to launch products
- Balance timing and placement for optimal virality
- Avoid spam; let virality happen organically
Conclusion
- Virality can't be fully controlled but can be strategically pursued
- Importance of creativity, preparation, and seizing the moment
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