Three Keys to a Viral Campaign

Published on April 4, 2007  

In the age of YouTube and MySpace, a viral campaign is the marketing equivalent of a lottery ticket. If you get lucky, your minor investment could yield a major bonanza. But there’s a catch: Viral success can be as elusive as that $100 million jackpot.

What can you learn from viral classics like the YouTube lonelygirl15 series, JibJab’s Our Land and SNL’s Lazy Sunday?

Pitch nothing. Though the video clips significantly raised the profile of their creators—and no doubt enriched their bank accounts—they had no advertorial pretense.

Amuse your audience. Create something that begs to be forwarded. The mysterious lonelygirl15 intrigued. The broadly appealing Our Land took equal-opportunity shots at both presidential candidates. And no one could resist Lazy Sunday’s clever rap about going to the movies.

Invite participation. Gobs of viewers created responses to Our Land and Lazy Sunday. The same happened with lonelygirl15, along with a significant online debate: Was she an actual a teenage girl with a video blog or an actress in a cleverly staged soap opera? (It was the latter.)

The Po!nt: As you explore your own viral opportunities, keep these three traits in mind. At worst, you create an entertaining piece. At best, you drive business right to your doorstep.

MarketingProfs members have been chewing on this subject. Click here to see what they think you need to launch a viral campaign.

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