What if this same principle was applied to viral videos?

Unfortunately, neglecting this part of your campaign can stifle even the most creative concept. Even if you tapped into one of the 11 reasons of why ideas spread, you still need to overcome one major barrier: the cumbersome task of spreading the word.

However, what if the task of sharing was actually entertaining?

What if the task was transformed into a game? What if there was a payoff everytime you told a friend? What if the act of sharing was as viral as the main ideavirus?

Photo by: ClintJCL

How did I learn about this? Viral marketing! I recently came across a fun YouTube video from Haagen-Dazs. In an effort to save the bees (and sell some ice cream), they are trying to put a human face on this situation. Check out the video:

After watching the “Bee-Boys” dance, you are directed to a viral microsite called helpthehoneybees.com. This is a great little site. They give you some quick facts, wallpaper, a screensaver, and information on how you can help. They even assemble it into a handy lesson plan that teachers or parents can use.

To help spread the word, they let you create a bee in your own likeness, which you can send to friends. Don’t I make a cute bee?

Not surprisingly the same mechanisms that power viral marketing also play a role in a referral program’s success.

Good referral programs start at the source. That source is the user’s experience. People don’t recommend a product or service if it simply meets their expectation. They don’t chat with friends about an experience that was just acceptable. In order for a referral program to be successful, a company must do everything in its power to exceed expectations. Exceeded expectations equal chatter.

The same goes for viral marketing. In order for your campaign to go viral it must exceed expectations. This is something I alluded to in April when I talked about viral energy. A great example of this is the original “Where in hell is Matt” video. There’s nothing special about a white guy dancing like a fool. What exceeded almost 10 million people’s expectation was that Matt taped himself dancing all over the world. And as the video progressed the locations got more interesting.

Creating a sequel of Matt dancing in a bunch of new places wouldn’t exceed anybody’s expectations. So, Matt stepped it up a notch and produced a video that is truly remarkable in its accomplishment. As a result it has already been viewed over 2 million times. That’s the power of exceeding peoples’ expectations.

Click here to view the embedded video.

I have to say that I really love Pazazz’s video. It’s funny, clever, and helps demonstrate how much passion they have for printing.

Check out the rest of this year’s viral marketing winners…get ready to be inspired.

I’m a big believer that what you choose to focus on will determine how you see the world around you. The same can be said about advertising. If you surround yourself with mediocre ads, you will produce mediocre ads. To create advertising that is unique, memorable and engaging you need the attitude of a rebel and good old fashioned courage. In a world of complacency and mediocre ads, sometimes it’s necessary to readjust your focus.

This video inspires me to strive for the unusual, to not settle for adequate, and yes, to think differently. I highly recommend you click this video.

Now go out there and create something amazing!

To help promote this conference, the organizers have released this infectious video. Personally, I can’t resist a singing hamster…but who can? Definitely worth a click.

The Digg Case Study
Interesting case study about Digg and how you can balance the two main drivers: novelty and popularity. For example, it discusses the rate at which items should be added on a website to maximize viral effects and to prioritize which ones should be displayed at the top to balance novelty and popularity.

If they are not the creators, I would hate to be the jean company that did do it. Just think about it. All that hard work and creativity and your competitor gets the free PR. Either way I don’t think anybody is really a winner…except the viewers. It’s definitely worth a click.

If you’re interested, make sure to visit MarketingSherpa’s awards page. Also, be sure to check out the 2007 winners.

Good luck!