Viral Advertising

What is viral advertising?

 Marketing techniques use pre-existing social networks and other technologies to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of viruses or computer viruses (cf. Internet memes and memetics). It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.Viral marketing may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, text messages, email messages, or web pages. The most common utilized transmission vehicles for viral messages include: pass-along based, incentive based, trendy based, and undercover based. However, the creative nature of viral marketing enables "endless amount of potential forms and vehicles the messages can utilize for transmission" including mobile devices.The ultimate goal of marketers interested in creating successful viral marketing programs is to create viral messages that appeal to individuals with high social networking potential (SNP) and that have a high probability of being presented and spread by these individuals and their competitors in their communications with others in a short period of time.Viral advertising is most common in mainstream film. Many films that use viral advertising have a bigger audience and make more money from merchandising and DVD sales because the film has been better promoted than a film that couldn't afford or just didn't bother with viral advertising.

 

 A good example of viral marketing is Inception. Posters appeared with special QR, or “Quick Response” codes – leading savvy viewers to the latest phase of the film’s marketing.Today, I was walking down the street by my Chicago apartment and noticed one of the posters. Inception has begun implanting the idea (see what I did there?) of mind crimes in the real-world – with warning posters like the one seen below.The poster reminds me a bit of the District 9 “Humans Only” posters seen around major cities last year.Each poster has a QR code and, upon decoding it, I was sent to a new website: What Is Dream Share? The site is an anonymous blog, in the fashion of conspiracy theories, as it attempts to figure out the mystery of the film’s core concept. While there are only two posts so far, and it mostly shares links to sites we’ve already seen, one is definitely new.

Viral advertising is most common in mainstream film. Many films that use viral advertising have a bigger audience and make more money from merchandising and DVD sales because the film has been better promoted than a film that couldn't afford or just didn't bother with viral advertising. A good example of viral marketing is Inception.

Posters appeared with special QR, or “Quick Response” codes – leading savvy viewers to the latest phase of the film’s marketing.

"Today, I was walking down the street by my Chicago apartment and noticed one of the posters. Inception has begun implanting the idea (see what I did there?) of mind crimes in the real-world – with warning posters like the one seen below."

The poster reminds me a bit of the District 9 “Humans Only” posters seen around major cities last year.

Each poster has a QR code and, upon decoding it, I was sent to a new website: What Is Dream Share? The site is an anonymous blog, in the fashion of conspiracy theories, as it attempts to figure out the mystery of the film’s core concept. While there are only two posts so far, and it mostly shares links to sites we’ve already seen, one is definitely new.

Warner Bro's also created a major viral campaign for "Inception".

Fans had to wait four more months for any more word from Warner Brothers, but in December the top in the banner above started to slow down.  Die hard Christopher Nolan fans reported that the once relentlessly spinning top was about to topple over, and when it did a link brought fans to the campaign’s next step.

Fans in search of insights to “Inception” were brought to a video game where they could either design mazes that other players could try to solve, or try to solve mazes that other players had created.  This addicting game also served as a portal to release posters and images for the movie.  This initial launch of the game was incomplete and kept players waiting for additional levels and viral clues to follow.

After the release of Mind Crime, posters and movie stills were released slowly, and orchestrated in a way that highlighted the overall theme of secrecy and adventure.  Seemingly important  aspects of the movie were utilized in scavenger hunts, contests, interactive advertisements, and always demanded a viewers full attention.  “Inception’s” adventurous attitude was dialed right into Verizon’s Droid phones with "Protect your dreams" App.  This interactive application gave fans a chance to play games that promoted the movie’s music, themes, actors and Verizon.

 

Warner Bro's also sent out a manual for “Dream-Share” employees.  Though it’s covered in black ink to hide content that’s too top secret for those outside the inner circle, the handbook is separated into the following chapters:

Specialists/Operatives

• Environment Creation
• The Dream/Waking World Relationship
• The Hostile Subconscious
• Warfare in the Dream
• Interrogation Techniques