It’s every marketer’s dream to see their campaign go viral. Here’s my favourite internet marketing ploys so far.
No, I didn’t have anything to do with any of these. Unfortunately.
Old Spice – The Man your Man Could Smell Like
Let’s put aside the fact that this string of adverts happens to feature an absolutely gorgeous gent with a voice like caramel and pecs that could deflect bullets. It’s one of my favourite viral marketing campaigns, and easily one of the most successful.
Everything about it is right. The charismatic main character, the odd, internet-worthy imagery, and quick delivery and constant eye contact – and most of the ads have a surprise ending. These ads appeared everywhere, and were parodied by just about every internet celeb you can think of.
That’s some shareworthyness right there.
Blendtec – Will it Blend?
Much in the same vein as Is It A Good Idea to Microwave This?,Will It Blend panders to the side of our psyche which likes inane questions answered – basically, that part of you that spends three hours a night scrolling through Cheezeburger.com.
There’s something incredibly addictive about finding out whether certain household objects will blend.
Presented by the founder of Blendtec, Tom Dickson, the well-produced series is oddly addictive and answers such fundamental questions as ‘Can you blend golf balls?’ and Dickson always has that winning, cheesy smile for us while doing the blending.
Blendtec have reported a big jump in their sales since their campaign went viral – perhaps from other budding Youtubers hoping to find something that the blender can’t blend.
Psy - Gangnam Style
This had to be on this list. Everyone sees it as one of the most successful viral videos of all time. At the time of writing, it still holds the top spot of the most viewed Youtube video of all time. In actuality, Gangnam Style was the result of one of the most successful marketing ploys of all time.
This was actually the 18th single released by Psy, but something about that catchy tune and odd dance was what he needed to be catapulted to world-wide fame.
You’ve seen the video, I’m sure: It’s absolutely perfect for Youtube, and thus perfect for virality. It’s weird, makes no particular sense, and pretty much every scene can be made into a meme. People watched it, Tweeted it, and started parodying it pretty quickly.
O-zone – Numa Numa
This was a bit of an indirect marketing ploy. A chubby gent made a ‘music video’ of Dragostea din tei, and it went viral. There’s not really much more to say.
Cravendale – Cats With Thumbs
What gets more views on the internet than adult entertainment? Cats. Lots and lots of cats. Because cats are hilarious, fluffy, and never fail to put a smile on your face. Which is more than can be said for adult entertainment.
Cravendale’s most successful campaign to date has to be Cats with Thumbs – the whimsical video series which asks what would happen if cats suddenly were able to use thumbs. It’s a simple premise, but with pretty good cinematronics, the inclusion of our favourite felines and with Tim Curry as the narrator, this series of commercials was hilarious and made a quick internet hit.
O2 have recently tried to replicate the success with the Be More Dog campaign, but it just doesn’t work as well as Cravendale’s polydactyl kitties. Why? Because internet humour works better on the internet.