When Viral Marketing goes wrong !
The art of creating viral content is knowing the difference between a good idea, and a good idea that’s likely become viral.
It’s creating more than just videos. It’s quite a bit bigger, Websites, Blogs, Alternative Reality Games, Social Networking, Mobile games & even rich media, And often combination of these.
The power of Viral Marketing rests in the hands of the audience. But what makes one campaign rise to the top, and another disappears into oblivion?
The answer lies in your strategic approach. You must answer these two key questions:
A) Is it true to your brand?
B) And is it relevant to your target audience?
If your strategy in on target, you can create something deviate from traditional directions without violating the culture and values that define your brand.
And if your work is relevant, your audience will become advocates of your brand.
Whether it’s for a narrowly-defined niche or a broad expense of the public.
Viral Success doesn’t happen by magic. It has to be built, it’s not enough to just post creative no matter no matter how good it is, and hope it gets seen.
A smart seeding strategy and careful planning is the way to break through the clutter and reach the intended audience.
We are going to explain a viral marketing campaign & sees if it's really did the previous steps .
It's Nova Scotia new Smart phone Pomegranate .
Pomegranate phone website boasts a number of increasingly comic features (such as a video projector, live voice translator for 50 language, harmonica, coffee maker, and shaving razor, among many other standard features that current leading mobile phones have)
On the surface, the clever and slick animations of a do-everything competitor to the iPhone are fantastic. The phone claims to shave your legs, brew coffee, project video in full HD and so much more.
Thus begins Nova Scotia’s latest, slickest, and most expensive endeavour into using new media and social networking to pass the message of the ‘Come To Life‘ campaign to their unsuspecting target market. The viral campaign peddles this ‘it does everything’ phone with all the might that a $300.000 advertising budget can provide, The campaign was produced by Bristol Group, Egg Films/Hatch, and Breathe Media.
However, the site isn't meant to be a marketing site for a new smart phone, If you click the single link for "Release Date", you are whisked into a site extolling the virtues of our fair province, complete with extremely well put together videos about Nova Scotia.
A great viral campaign by Bristol, Hatch, and Breathe. World class, really. It achieves the desired effect of getting people to pass around the url to give their friends and colleagues a quick chuckle. The campaign was implemented in Boston, Toronto, Calgary, and Ottawa. On October 2008 , 200 pomegranates (the fruit, not the phone) containing the url (pomegranatephone.com) were passed around to people by street teams in Boston, Ottawa, and Toronto during their morning commute.
Yet, there appears to be a disconnect from the Pom site and the site containing the client’s message. It’s as if two different companies were hired, one for the flashy viral campaign, and another for the Come To Life mini-site.
Here is where it gets tricky. Critics of this campaign point to how the message is hard to locate in this viral. Even when you do get to the mini-site containing the video clips that are meant to pitch Nova Scotia to the target market, there appears to be a disconnect between the demographic target of the videos and the demographic target of the Pom’s viral.
The Pom’s viral appeals to a tech-savvy younger demographic that spends a lot of time on the internet and enjoys passing around virals. Other demographics that spend a lot of time on the internet and pass around junk mail and viral videos are employees, stay at home parents, and teenagers without much to do.
Yet, Bristol notes that the key demographic they are after is “influencers and business leaders in key markets”, a group that usually stays on top of trends and the latest in technology.
Bristol is correct in that influencers and business leaders stay on top of technology and trends. However, perhaps a fatal flaw here is that the Pom phone is neither a new technology nor a trend, so it would be of little interest to business leaders to visit the site or forward to their contacts. It is just a gag site, and we have already established who is attracted to gag sites. Leaders and influencers are too busy leading and influencing to spend time checking out gag sites.
So, ultimately, the main visitors that ended up on the site were teenagers from around the world, and expat young professionals who out-migrated from Nova Scotia seeking opportunities in other Canadian or international cities. They clicked, they chuckled, some sent it to their friends.
Some followed the viral into the Nova Scotia Come To Life message, and were disappointed. The video testimonials mainly showcase entrepreneurs, doctors, and enterprises. No representative age group was showcased doing the things these expats fled the province to do elsewhere. This brings us to the third and final component of this campaign.
Resources : metronews, brightwhite, yourworldtoday, Wikipedia, TVF