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News & Views from Alchemis

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Call us for a chat on +44 (0)20 7836 3678 or email Amanda Francis


The evolution of viral marketing

Since watching my mum as a photographer when I was a nipper I have grown up filled to bursting with the desire to become a wildlife photographer, or even an amateur filmmaker (I’ll take either) but sadly, all the skipping around with my vintage cameras and super 8 cine cams has yet to earn me world recognition.

While I wait for the call from National Geographic insisting I hop on the next plane to the Monteverde Cloud Forests of Costa Rica to document the life of the Isthmohyla rivularis tree frog, I work diligently as a business development manager, which has given me a direct connection to the marketing services sector and some of the most inspiring creativity in the UK.

Being a visual person I love viral marketing videos, and have a great appreciation for creativity that leaves you feeling inspired, moved, or simply giggling like a 10 year old girl.

As viral marketing has evolved over the years any video that keeps people engaged and evokes these feelings can be harnessed to market a product or brand, and will spread like wildfire. An effective and budget friendly alternative to TV advertising.

How viral marketing is changing becomes apparent when you look at Mashable’s 10 Most Innovative Viral Video Ads of 2009 from ‘piano stairs’, to ‘catching laptops with your butt’ they all keep you watching and deliver an end brand message.

If you only have the time to look at one of these videos, I suggest number 10. JK Wedding Entrance.

This brilliant video was never intended to be a marketing promotion of any kind, but as the couple’s wedding entourage dances down the aisle to Chris Brown’s song “Forever,” Sony Music decided to use the video’s popularity to sell more Chris Brown albums instead of stripping the video of its music — something copyright owners are permitted to do on YouTube. A classic example of the evolution of viral marketing.

Top 10 of 2009 aside, a favourite viral of mine so far for 2010 has to be the Specsavers parody of the iconic Lynx ads. Thankfully, I did go to Specsavers!

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