discobeta

Do you remember the first piece of viral communication you received?

Because I do -- well, the first, truly notable pieces anyway.  Sure, there were chain emails, quizzes and video attachments that found their way into my first email account on AOL. But there are two that stand out for me, and they were both a (relatively) long time ago.

1. "All Your Base Are Belong to Us." (2000-2002)

This video is still so awesome that I actually re-watch it on occasion. And when I make references to this meme, without fail, more people recognize the references than I ever intend. (Can you imagine a meme like this lasting a full two years?)

2. "Subservient Chicken" (~2005)

Although a few years after "All Your Base", Crispin, Porter + Bogulsky's project for Burger King ushered in a new era of marketing. It was the first time marketers recognized word of mouth as a marketing tool. And it was cheap. They rushed to make their own viral videos, with a few wins and more losses. The videos were creative, funny and maybe even non-PC.

So why didn't they take off?  Because those marketers were playing in a very different social climate. Today, a couple of clicks share content on Facebook and YouTube. RSS and twitter prolong the relevance of blog posts about your video or site.  The concept and belief in sharing has never been more accepted (and deemed essential) by marketers and now, there's a rush to get involved in the conversation.

As a result, the term "viral" has evolved.  Marketers no longer issue "viral" content.  They issue lightly branded entertainment or leak information through social media channels, hoping the word will spread through influencers.  This isn't a bad strategy...assuming the content is actually good.

Meanwhile, truly viral communications -- videos like the Dancing Man and JK Wedding Dance -- are organic successes.  The content is good enough that people want to share it.

As a marketer and communicator, it's easy to get caught up in the social media formula that everyone else is using. Converse with your customers and leads, ask for product feedback, give them a chance to participate, don't sell too hard.  But here's the problem: Conversation doesn't replace creativity.  If that's all you are bringing to your customers, it's a cop out.  Consumers don't respect an organization just for being nice and conversational, especially if it's just following the same formula as every other brand trying out social.  Consumers are still looking for creativity, because it reflects innovation, progress and leadership.

Before you start the conversation, you have to bring something to the table beyond just words and engagement.  To use an overused phrase, "talk is cheap."  Make sure you message or brand comes with a reason for people to talk back.

I first heard the legend of Leroy Smith last week and since then, he has been hard to avoid. In a very good way.

According to Leroy's personal site, GetYourBasketballOn.com, he is "the man that motivated Michael Jordan". The Leroy Smith character is based on the real Leroy Smith, who beat a young Jordan for the final varsity team spot in high school. Following that disappointment, Jordan worked twice as hard and became...well, Michael Jordan.

Created for Nike by ad agency Wieden+Kennedy, Leroy's character is played by the hilarious Charlie Murphy (of Chapelle Show fame). Leroy's personal site includes motivational DVDs, a video game and a petition to induct Leroy into the Basketball Hall of Fame. Adverblog has a review of the campaign here.

I love this campaign because it's the perfect storm of creativity, compelling content and social media execution.

The idea
This campaign is a departure from the tone Nike usually lends to air Air Jordans. With Leroy Smith, they have created a character in the spirit of basketball that manages to pull in an audience beyond basketball fans with humorous, engaging content. Of course, Leroy's portrayal by Charlie Murphy goes a long way in bringing in those extra fans.

Most importantly, the campaign stays true to the brand. The legend of Michael Jordan is the star.

The right use of digital/social
Giving Leroy his own personal site to distribute motivational DVDs, spectacular songs (such as "My Gift to the Game"), and his petition for the Hall of Fame, is a no brainer. Making these items shareable isn't exactly a reach either. However, I am pretty impressed by the twitter and Facebook presences. Leroy uses twitter to spout motivational wisdom that you can't find anywhere else. A tweet from last night (in reference to Manny Ramirez):

Leroy is interacting with his followers and fans as well, and his presence in social media extends the experience while managing to synch with the digital elements. In this case, twitter and Facebook aren't seen as boxes to check off in the marketing mix. They received just as much attention as every other piece.

Above and beyond
The use of digital hubs with social media staples Facebook, twitter and YouTube have become the new campaign distribution formula. Especially for reaching a coveted demographic that now spends more time consuming media online than anywhere else. But this audience isn't only on Facebook and twitter all day, which is why Nike went the extra mile and made sure Leroy got interviews with ESPN's Scoop Jackson and CNBC's Darren Rovell. The interviews blur the lines, prompting the reader to ask again -- "Who is Leroy Smith?" And, as with the rest of the campaign, the voice of Leroy is spot on, forming another nice piece in the marketing mix.

When it comes to reaching an online audience, the challenge every marketer faces is not only giving their audience a reason to care about the message, but a reason to share it.  Digital media doesn't work alone, and neither does social media.  Making them work together (and the audience work for you) is the new traditional campaign, and it's exactly what Nike does with the Leroy Smith character.

Advertisers used to struggle (and often fail) at the integration of TV, print and online banners.  Well, the new challenge is digital.  Fortunately there's a formula.  Just ask Leroy.