Last Updated October 3rd, 2020 at 06:55 pm
Viral marketing is an advertising concept that seeks that customers are those who spread an idea, unlike the traditional way, in which the company is responsible for transmitting it.
The behavior of this type of proposal is related to the behavior of a virus. This is installed and expands from a source, exponentially, achieving the highest Costa Rica Phone Number List of infections. In viral marketing, companies make a creative proposal and use traditional media (TV, Radio, Graphics, etc.) and non-traditional (such as the internet and direct marketing pieces) to get the public to transmit it. The objective is to generate a massive “contagion”, to achieve greater brand recognition, and thus benefit the sale of the company’s product or service.
A viral marketing proposal must have a concept, and a creative idea. The concept is the idea behind the brand, the one that gathers all the actions it performs. The creative idea is composed of insight, and the idea itself, the first being the cultural element that fixes the idea within society, and the second, the technical execution of creativity.
A great example of insight: “Hernán” from Tarjeta Naranja based on the cultural piece that comes from it.
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The viralization effect is not always beneficial. There is the Negative Viral, which differs from the positive since it is an opinion or evidence that expands, damaging the image of a company.
UNITED BREAKS GUITARS :
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An emblematic case is that of the
Betting Email List musician Dave Carroll and the United Airlines airline, in which the company did not provide an adequate service by mistreating the singer’s luggage, among which was his Taylor brand guitar.
Rather than making a simple complaint to the company, Carroll recorded and released a song titled “United Rompe Guitarras.” The song had a significant expansion, after a month, it already had more than 5 million visits. The strong impact of the campaign had severe consequences for United: in just 4 days, the value of the company’s shares dropped 10%.
An example of positive viral marketing is the case of Wunderman. The advertising agency wanted to show the public what they were capable of, and they found in a covert viral strategy, the most effective way to verify it.
Based on the myth that Elvis Presley traveled to Argentina on the night of his death, they promoted a video showing the find, a website of an alleged journalist and his book on the subject, and the blog of an alleged fan looking for Elvis. As a result, thousands of people saw the video, the rumor grew and spread, the subject was covered in various television channels, radio, newspapers and Internet portals and, of course, the website and the blog had numerous visits. The company ended the project with a phrase: “We did it with a myth, we can do it with your brand.”
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There are several types of viralization:
FOWARD: One person asks another to, for example, forward an e-mail.
INCENTIVE: Promotions are offered; the user is offered something in exchange for sharing certain information.
COVERED: It disguises itself as a foward, but is actually supported by a company. These are deliberately generated rumors that manage to spread through various means.
MOUTH IN MOUTH: it is about the exchange of information intimately, one person to another.
COMMUNITY: Similar to word of mouth, but a group or community is targeted, and they are expected to share relevant information.
“The idea is the most powerful parasite. It is strong, highly contagious. Once an idea, well formed and understood, settles in the brain, it is impossible to eradicate. An idea is like a seed: no matter how small, it can grow and grow, so much that it defines or destroys you ” Leonardo di Caprio in Inception, by Cristopher Nolan.