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One of the most important things you can do when developing a viral marketing campaign is to ensure that the concept is kept simple.

Is it simple to explain? Is it simple to interact with? Is it simple for people to spread? If it’s not simple, it’s probably not going to be viral.

So how do you know if the viral concept you want to develop is too complicated? Here are a few clues: Read the rest of this entry »

In the past, Altoids has received numerous awards for their creative ads. However, this little gem might be an exception. Although the video is geeky cool, the fact that it’s deceptive makes it lame. The YouTube post makes it seem as if it’s leaked footage; however, I’m willing to bet money that they had something to do with it. So…has Altoids transformed into a liar?

The person who posted this video starts by apologizing for the bad quality of their cell phone camera. It’s pretty amazing quality if you ask me…especially for a cell phone! Personally, I’ve never seen a cell phone camera that can record a small LCD screen with such quality. Also, notice how they were able to zoom in and still maintain an incredible picture. Besides this and the fact that “insiderinfo360″ only has one video posted, can you spot anything else that’s suspicious?

When will companies learn not to lie?

Here is an example from Intel of a B2B viral marketing campaign. The game called PEBKAC I.T. Translator (for the less geeky, PEBKAC stands for “problem exists between keyboard and chair”) simulates what a typical client might ask their IT person.

The machine randomly asks you questions like “Why won’t my printer print white? It says it prints black and white, but I can’t see the white?” Once you submit your IT answer, it will provide you with a response that it feels is more appropriate. For example, my answer (which I’ll keep to myself) was translated to “Are you like this with everyone or am I just really, really lucky?” Does this sound like someone from your IT department?

Intel also encourages participation by allowing you to submit your own stupid question. If it’s good enough, they’ll update their machine with your contribution. Nice!

Although I might not be totally captivated by this machine, my IT friends had a blast with it. And in the end, those are the only people Intel cares about. A viral campaign doesn’t have to reach the masses to be successful. By its design, this viral piece can actually be used to qualify leads.

The Math of Viral
One man’s quest to use power laws and Metcalfe’s Law to understand how viral marketing actually works.

GoViral
This is a viral seeding agency that launches (seed) viral marketing campaigns for creative agencies, media agencies and advertisers world wide.

Determining whether your viral campaign was successful often revolves around measuring how many eyeballs actually saw your viral.

What number would you consider a winner? 1 million? 2 million? How about 200?

Frankly, it depends on what you want your viral to accomplish. If you’re a B2B, chances are that you have a very tight demographic. It wouldn’t be fair to expect a viral marketing piece that’s aimed at IT Managers to appeal to the masses. Read the rest of this entry »

I just ran across a website that I think has a noteworthy idea for a viral campaign. It’s a scavenger hunt that takes place on the Internet. The group has placed clues throughout the Internet and are challenging their visitors to find the clues, solve them and by solving them get the next clue. In the end, you have a chance of winning an iPOD shuffle.

Although this is a solo project, I think the idea has a lot of potential for something viral. Maybe something like the “Amazing Race” but on the Internet. Grab some friends and play against other teams.

Photo credit: imperialdoughnut

Hewlett Foundation has compiled some information on viral media and how it can be used for the Open Education Resources movement. Check it out.