Viral & Guerilla Marketing

Jake Aull GSU Fall 2011

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

  First viral video

  The landlord

  One of few viral success videos from “Hollywood”

  Smoking baby

  Worldwide viral attention

  Indonesia government embarrassed

  sent baby to rehab

  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?