Viral content happens. It is not created that way, even though the intention may be for that content to go viral. When I hear someone say, “make this go viral,” I might as well be listening to fingernails on a chalkboard.
Lately, I have been hearing far too many comments regarding the creation of viral content, whether it be a video or a marketing concept. The fact that I am even spelling out the world, “viral” here makes me a little ill. Add it the list of other over-used buzz words and loaded terms: community, engagement, crowdsourcing, UGC, etc.
An example of a wildly successful campaign: Wieden + Kennedy’s Old Spice initiative
Although I missed the Wieden + Kennedy panel at SXSW Interactive this year, I did receive a few great recaps of the panel, and one of the most important points made was that the Old Spice campaign was successful because it integrated digital and traditional elements together. In other words, it should not be noted as a just a social media marketing success or even a digital marketing success. The key here is that it blended together digital and traditional elements in a way that excited people.
Now, a word from Isaiah:
Tweet
Comments (0)