2. Definition:
Any commercial message which spreads without the
further input of the producer. Exploits pre-existing
social networks to increase brand awareness through
VIRAL PROCESSES similar to an epidemic.
It is based on the idea that people will pass on and
share cool and entertaining content; often sponsored
by a brand.
Generally linked to internet-based stealth marketing
strategies such as blogs (seemingly amateur
websites).
3. Viral ads will often take the form of funny clips or
interactive games that are transferred via the internet.
They may also take on the form of referrals or talked
about via word of mouth.
It is popular with advertisers as:
•It is relatively to execute
•Low cost
•Good targeting
High and rapid response rate
4. Advantages and Disadvantages
The main advantage is its ability to obtain a high
degree of interest at low cost through the process of
word of mouth.
The main weakness is that these messages can often
be mistaken as email spam which can be damaging to
the brand.
It tries to avoid this by encouraging the user of the
product of service to tell a friend.
5. Types of Viral Marketing
PASS-ALONG: A message that encourages the user
to send the message to others. May appear as a
chain letter. The Honda ‘Cog’ advert began life on TV
but obtained greater exposure via viral advertising.
INCENTIVISED OFFER: Offering rewards for
providing someone’s address (known as referrals).
UNDERCOVER: A viral message presented as a cool
or unusual page, activity or piece of news without
obvious links to pass-along. Encourages people to
seek out the mystery. One of the hardest forms of
viral to spot.
6.
EDGY GOSSIP/BUZZ MARKETING: Ads or
messages that create controversy by challenging
the borders of taste of appropriateness.
Discussions of these issues can be described as
generating a ‘buzz’ and word of mouth advertising
e.g. Tom Cruise and Katie Holmes.
ANONYMOUS MATCHING SERVICES: require each
user to create a confidential list of friends and
acquaintances they are interested in dating. A match
only occurs if the object of their affection
reciprocates by logging in and placing them on their
own secret list; thus, each user has an incentive to
get their crushes to visit the site.
7. Obstacles
SIZE: if the viral ad is a video clip or streaming video,
it may be too large to be viewed by the recipient.
MEDIA FORMAT: Viral ads may be produced in a
format that is difficult to access such as a rare
software package.
EMAIL ATTACHMENTS: If the recipient receives an
ad at work, their company may have anti-virus
software or firewalls that will prevent access.
8. So why use Viral Marketing?
These type of ads allow the advertisers a way into
our world. If the ads are funny enough, sick
enough, or sexy enough, they stand a chance of
getting their message onto the screens of
approximated 1 billion computer screens. And all
without having to pay transmission costs.
9. Sub-viral marketing
First highlighted in 2002, this is the new generation
of viral marketing. Sub-viral ads are designed to
appear as spoofs of genuine ads and are spread
about by you and me, believing ourselves to be
subversive by forwarding these seemingly
alternative ads.
The problems with these ads is that often they do
not undermine the message of the original
campaign, sparking the idea that these ads may
actually be produced by the same creators.
10. A website that promotes these sub-virals is
www.eatmail.tv which requires you to take a test
to show how ‘cool’ you are before you are given
access to banned ads, genuine spoofs,
subscribers’ own clips and a handful of sub-
virals.
11. Conclusion
Virals and sub-virals cross international
boundaries in milliseconds. They both apply and
subvert concepts of genre, mess with our
preconceptions of institutional values and involve
the audience in the production, distribution,
consumption and promotion of themselves.
12. Definitions:
Viral marketing:
Any commercial message which spreads without
the further input of the producer. This could
involve simply forwarding an amusing email to
your mate that plugs a new mobile phone or even
just a catchphrase spawned by an ad which is then
absorbed into conversation.
13. Sub-viral marketing:
Something which appears to be a genuine spoof
but actually originates from the producer of the ad
campaign. The key to a sub-viral is that it must be
funny enough (or sick enough) for people to keep
sending it on. However, it must not subvert the
preferred reading of the mainstream broadcast
campaign.
