The promoters of the new Star Trek movie hijacked the Lost opening credits to show the Enterprise warping through the logo.
A brilliantly inventive and talkable use of media – playing perfectly to Lost fans’ love of the unexpected.
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Category: viral
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On your bike
This video of Danny MacAskill doing bike stunts in Edinburgh is utterly jaw-dropping. Had it been a cinema ad for a sports brand, or an energy drink, it would have been a worldwide smash.
But of course, it is anyway. And we all made it so. It’s freshness and audacity screams out to be shared.
Big brands have lost the advantage they once had on finding, sanitising and packaging youth culture for us. A big budget and well-researched ad concept is no match for authenticity and peer recommendation.
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Going the extra mile
I’ve mentioned before how Nine Inch Nails are heading the pack for bands (and brands) in turning forces usually seen as disruptive to their advantage.
Well, they’re at it again. As reported by the splendid (and often outlandish) B3ta newsletter:
we have to salute former Nine Inch Nails drummer Josh Freese. You can download his album for $7, but the more money you pay the more additional goodies he’ll throw in. For $50 he’ll call you up and thank you personally. For $1000 the extras include him coming round your house and doing your laundry.
The full list is here. Whether this is a genuine offer or just some guff to get people talking, it works and it’s marvellous.
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Street cred
Google’s amazing Street View coming to the UK is impressive enough, but you gotta love the little touches to make it even more talkable – as the BBC report:
hidden among the images is the popular children’s book character Wally – of striped-jumper Where’s Wally? fame – in one UK location.
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Watch this
Publicity for the Watchmen movie is in full swing. I enjoyed the spoof news wrap around Metro this morning, but even more the free sheet of blood-splattered smiley stickers I was handed at Charing X.
Simple, iconic and highly viral.
As Twitter is invaded by the masses and loses its cool, experienced users are parading their know-how by littering tweets with increasingly arcane codes: RT for re-tweet of course, L: for location and # for hash-tagging a post with a topical or popular word – #iphone or #lost for example.
Some of this is the simple fun of working within short sentences – the Twitter equivalent of OMG! txt spk – but I think hashtags mean something more.
Hashtags allow people to join a virtual club easily and temporarily. And to leave it just as quickly. People can just dive into a conversation, make a pithy observation about the #brits and dive right out again. No need to subscribe to an email list, no forms to fill in, no facebook group to join. It can be a no-complications, one-tweet stand.
They are perfectly suited for an world where attention is ever-more scarce and people are wary of sharing personal data. But they’re also wonderful fun – the ideas flitting in and out of existence in perfect harmony with their true value and popularity.
They’re hashmemes if you like.
Right now #oscars is in vogue but once the red carpet is rolled back up, it’ll disappear as a living idea until the next time enough of us shine a torch on it.
Hashtags.org allows anyone to see what’s hot at any moment, and even includes graphs describing most hashmemes’ beautifully short lifespans.
Marketers have to work pretty hard to jump on such fast-moving bandwagons. Indeed the only way to do it is to keep running. Only if you’re already up to speed with the conversation can you expect your brand to contribute something useful and credible.
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snow business
As Britain gets giddy with it’s once-a-decade proper snowfall, it’s nice to see enterprising brands having fun and creating free marketing.
Here’s a snow sofa (or ‘snofa’) created by mydeco in Hyde Park.
And Innocent Drinks are joining in the spirit by publicising a Twitter snowball fight
I recently found two pieces of viral marketing that I commissioned at lastminute.com around 2002/2003.
The Office Flirt Test
The idea was to mash up the Excel-based quizzes doing the email rounds in those days and the “how sexy are you” questionnaires omnipresent in women’s magazines – no-one can resist finding out just how fabulous they are.
The fact that the generated flirt profile was 100% random (irrespective of the boxes ticked) just made it all the more marvellous.
Office Flirt Test was conceived and written by Jon Davie and myself. It cost £10 all-in (for the URL) and generated over ten million visits.
Disco Squirrels
The marketing team had loved the then-new breed of barmy animations doing the rounds (especially this one) and wanted to do something similar – again for Valentine’s Day . I commissioned Rob Manuel of b3ta fame to generate something that was both noticeable and loved-up. The result was the quite extraordinary Disco Squirrels…
Learnings I took from these experiences:
- Gotta make the sender look cool
Virals only propogate if the person emailing it thinks the recipient will think them that bit cooler for introducing them to something remarkable - Hard to repeat
We tried to follow up the flirt test with something similar six weeks later. It went nowhere. - Keep an ear to the ground
Good marketing always taps into emerging memes – so subscribe to lots of quirky webfeeds. - Push the boundaries
Both of the ideas would never have got through blinkered management or focus groups. Sometimes you’ve just got to take a flyer. Remember – the great thing about viral marketing is that if it’s rubbish, no-one will know.
I always loved this unhinged techno remix of the Michael Winner e-sure ad. At the time I was managing the Johnny Vaughan launch campaign and still wish I’d given our Maybe it’s because I’m a Londoner ad the same treatment. - Product viral
Truly effective viral marketing is not something separate – it’s embedded in the product. A good example is how “sent from my iPhone” is appended to every email.
The sender doesn’t mind the marketing message as it tells everyone “Look I’ve got an iPhone! Me!!”
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Bye George
Placed in the Sydney Daily Telegraph, Jan 21. Thanks to David Beath for the heads up.