New Samsung Viral

I quite like this from Samsung.

Hat tip to web jungle

Today programme

Great content from Rubber Republic for the Today programme. Almost the definition of content that makes a good viral.

You need a content strategy…

I really like this new video from tfl as part of the cycling safety campaign (hat tip to RubbishCorp).

It got me think about viral content.

I don’t like the word viral. People use it too frequently and have turned it into a commodity – like “oh, we’ll do a viral”. It’s just regarded as another marketing channel for many, like press ads or tv - and that’s why so many attempts fail.

Because the word “viral” describes what happens, not what the “thing” is. The “thing” is content. Not just any content. Really, really good content. Targeted the right audience. Content so good that if you don’t send it on to your mates you might just literally explode.

Ok, the last part might be an exageration, but you get my point.

Content is king. And not just in terms of “viral” – but throughout the internet. That’s why it is far better for marketers to spend their time developing content strategies for digital spaces, rather than channel strategies. We should be asking “what stories can I tell”, “what stories are going to resonate with my target audience”, “how can I tell those stories in a way that’s going to add value to my relationship with that audience”?

Only then, after finding and developing those stories should we be asking how we can disseminate it to and through our target audience.

And this is where I think that marketers are missing a trick. I think there’s a perception that you create a viral, press send, and then it’s a sensation. If you’re properly following a content-driven strategy then should be looking to leverage all of your online and offline relationships with that content: Seeding it; Using it on social networks; Turning it into banners; Using it to enhance on-going dialogue with people in digital spaces. This massively amplifies what you’re doing, gets more value out of your investment in content, and gives you more chance of developing a viral effect for your message.

Your success will depend almost entirely on how good your content is so invest your resources there.

Computer Tan

Computer Tan is a campaign by Skcin to raise awareness of the dangers of skin cancer.

The viral has had a lot of hits and has driven a lot of traffic to the microsite so it seem like people were suckered by it.

It is well executed and seems like a great execution for the target audience – people who think that there is a quick fix for a tan are very likely to be sucked in by this and are probably the kind of people who end up bright red on a beach in Spain.

But a couple of things niggle.

Why isn’t the mobile app ready for the campaign? Brand Republic say that this is a limited campaign before a big reveal – though their cover has been blown by an article in the Sun. So why isn’t an app ready for the 2 week campaign window? This would have been a great hook and a good way to get the message out there, especially if you could send it on to a friend. This just seems sloppy.

Secondly, the video on the microsite took ages to load and I’m on a fast connection. Annoying.

Thirdly, how did this tiny, unknown charity get to work with a big agency and get loads of (presumibly free) media space? Having worked for a small organisation I know how difficult it is to make an noise and get impact. This is just envy though!

Where’s the gorilla gone?

Before I start posting my “back catalogue” (I sound like an aged rock band and I haven’t even started yet!) here’s a viral that I came across. Nicely done but way too late. Part of a good execution is timing. Here (unlike the gorilla) their timing is a bit lacking.