What are they? What do they do? What is there purpose?
marketing techniques that 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.
The term "VRL marketing" has also been used pejoratively to refer to stealth marketing campaigns—the unscrupulous use of astroturfing online combined with undermarket advertising[in shopping centers to create the impression of spontaneous word of mouth enthusiasm.
- from http://en.wikipedia.org/wiki/Viral_marketing
It peaked in popularity in the 1990's.
Methods:
Principles:
- Social profile gathering
- Proximity market analysis
- Real-time key word density analysis
Social networking:
The growth of social networking has significantly contributed to the effectiveness of viral marketing. As of 2009, two thirds of the world's Internet population visits a social network or blog site at least every week. Facebook alone has over 1 billion active users. In 2009, time spent visiting social media sites began to exceed time spent emailing. A 2010 study found that 52% of people who view news online forward it on through social networks, email, or posts.
Examples for films:
Toy Story 3:
Toy Story adverts usually consist of teasers and footage of original films with the main characters in, however it created promotional videos such as fake adverts for a new character, Lots-O-Huggin' Bear. It is made to look 80's retro and a leaflet to push advertise the cliffhanger screening campaign (where they show 70 minutes of the film and then stop) which ran at US college campuses. http://www.youtube.com/embed/z6dZtNYGlLM
Dispicable Me:
An interactive trailer not only allows a preview but the viewers are able to click on nearly any object to unlock character biographies, movie secrets, hidden features and suprises. It had a link to the films official page and a tab to allow people to buy tickets to see the movie. It is part of a fully interactive website where you can also create custom t-shirts. It then brought the campaign to a new level by releasing a mobile app, which can be used to translate what the minions say in the end credits and is a unique way of improving the experience of watching the movie and fits in with the campaigns structure.
link to i-trailer http://traileractive.com/movies-itrailers/despicable-me-interactive-trailer-i-trailer/
link to app https://itunes.apple.com/gb/app/despicable-me-minion-mania/id374738197?mt=8
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