Viral marketing; then and now

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.

Dimitri the Lover

Dimitri has blazed his way into the internet consciousness in less than a week, starting with a couple of voicemails showcasing his talent in meeting and seducing "elegant" women, followed by the appearance of the "Official Web Site of Dimitri the Lover, Canada's greatest lover and seducer." Do a google search and you'll learn a bit more about Dimitri's past.

What struck me immediately after seeing the site is that Dimitri the Lover had to be a marketing campaign for...something. Maybe a movie or a web series. But so far, there doesn't seem to be anything more than a guy with a shady past who seems to be very good at marketing himself.

In a way, I enjoyed seeing something this entertaining rise through the internet ranks that wasn't powered by a brand with a savvy marketing team. It's another reminder of the power of the digital age and provides a fresh stream of YouTube parodies like this one.

Then again, Dimitri could still end up being a piece of "The Love Guru"'s marketing mix.

adicolor and montana spray paints

Update: If the above video is no longer available, head here to view it. adidas has been running the adicolor campaign for a few years now, and this video is another reason why it's been so successful. It goes above and beyond brands that attempt align themselves with urban culture simply by enlisting graffiti artists or DJs.

Along with the typical showcase of artistry, adidas tells you a bit more about the art form by focusing on the spray cans the artists use. And the viewer comes away with another point of view of street art.

Burma: It Can't Wait

Today, Digital Influence Group (yes, the company I work for) launched Burma: It Can't Wait, an awareness campaign to free Burmese pro-democracy activist (and Nobel Peace Prize recipient) Aung San Suu Kyi. The campaign hopes to bring attention to the human rights issues in military-controlled Burma.

Over the next 30 days, 30 celebrities will be lending their voices to videos to create awareness of the crisis, with the goal of gaining 1 million supporters in that time. The first video, featuring Will Ferrell, is available today.

Although I stay away from posting about specific projects I'm involved in, this is the type of campaign where social media can have a huge impact, and I'm happy to help.

If you have some time today, visit the site and join the cause. And while you're at it, add the Facebook application, which updates daily with a new video.

Update: DIG is now donating per comment or track back to this post.

Viralcom exposes the truth about viral videos

I wrote a few months ago about Dan Ackerman Greenberg's controversial post on Techcrunch. Viralcom is a new online series takes a satirical (and very humorous) approach to the same topic. The series starts on April 16. Take a look -- the trailer is worth a watch.