This week in my SNHU class, we’re talking about viral marketing, which has been kind of fun. Viral marketing and going viral is really all the craze and thing with the technological era that we live in. First off I find it all rather amusing when something does hit it big and it “goes viral”. I really feel it’s just a couple of keep things coming all together and bam just takes off!
So what do I think helps something go viral? It could be any number of things. One of the first factors that I think one particular element is humor. We all love to laugh and have a good time, so when if a marketing campaign or a video comes along and makes us laugh we’re going to remember it. Tell our friends about, share it on social media. As I talked in my discussion board post for the week for my class, Disney Parks did a viral campaign to promote a new Florida resident ticket package called “Free the Goat” and it was all about freeing the Big Thunder Mountain goat that finally wanted to explore Walt Disney World. It provided some light humor to the fact that a supposed animitronic goat would want to explore the vacation kingdom!
Another characteristic I feel works is making people feel like they are a part of the experience. I’m going to borrow from one of my fellow classmates and talk about the Gatorade #WinFromWithin campaign as aspiring athletes got to put their face onto a Gatorade bottle, in hopes of winning their own pack of Gatorade with their label. It’s one of those things that I felt took off because it’s you getting to be a part of something that a long line of illustrious athletes have been a part of.
Creativity is another aspect that I feel helps with viral marketing. Going back to Disney, they held a contest with Vine to Vine Your Disney Side. It gave users to ability to make vines, submit them and have other users vote on which was the best Vine’d Disney Side to win 10,000 bucks! Freedom to create I feel really gives people something to latch on to and really see how people all over the globe can use something simple as a six second clip from their phone.
The winning Vine from the contest
The next aspect I’m going to talk about I feel is a tad different. This one gives the people more of a feeling of accomplishment and that they did something to make a difference. Another Disney related viral campaign called “Give a Day, Get a Day” basically gave any guests looking to do some volunteer work in the community to get a day at the Disney Parks. The number of guests that could take part in the campaign quick exceeded the 1 million mark of people volunteering. The Campagin itself used a bit of the humor as well as Disney used the muppets to advertise it and promote it on TV and on the website.
One last aspect I’d like to talk about is mystery. It’s a different kind of aspect to viral campaigns. There are some out there that aim to promote a movie or television show that will give hints and allude to things coming. One of my favorite shows of all time “LOST” had one campaign, “The Lost Experience” but many varieties of it. It offered a variety of alternate reality games to give fans tidbits or even answers to long awaited questions. Some of these experiences only proved more questions. I think campaigns like this that keep people coming back to the experience and to the show is a great thing. It held rabid fans like myself over until new seasons began.
Of course there are many other characteristics that can lure people into a viral marketing campaign and this really just tips the scales and I’m sure as social media evolves we’ll probably have newer ways to entice people in and get them to buy in to whatever product is being sold.