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Comments Off on The wrong question: How can we make this video “go viral”?

Confronted with an overload of information in today’s fragmented media landscape, businesses looking for an edge in their marketing efforts may design an ad or create a video with the sole intention of “going viral” to garner millions of impressions or views.

Unfortunately, “going viral” is not a marketing strategy or even a tactic; it’s a result, and a capricious one at that.

Smart marketing professionals focus their efforts on providing content that is informative, entertaining, unique and relevant to their target audience. No company can guarantee that an ad or video will go viral. Even if they say they will, the message within a so-called viral advertisement often gets lost in the outrageous story that made the ad viral in the first place.

Many consider the following videos to be successful viral video campaigns. While they’re certainly entertaining, do they really convey the message from each brand? Do you even know what product each is promoting? Lastly, do you really want to dupe your potential customers, or deal with them honestly?

After watching, check your product guess against the answers listed at the bottom of the post.

Ultimately, your marketing goal should be to provide content that has value to your target market. You may or may not get millions of views, but you’ll definitely reach the people that are interested in buying your products.

Answers: a) Who knows? My guess is either the Max Plank Society or Fidelity Elite film, the only two brands highlighted in the film. We should know more on April 1, 2011, when the invisible cameras are supposed to ship. The date alone should tell us something. b) The movie Limitless. c) Hi Tec Sports sneakers.

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