Dos and don’ts of ideal viral campaign: Digital epidemic

Dr Prem Digital Healthcare Marketing

Why bird flu is more dangerous than mad cow disease. Because cows don’t fly. That’s how PJ Pereira looks at possibilities and threats of viral campaign. Probably here lies the mantra behind the successful viral ad campaigns. For all advertising agencies and marketers who are interested in getting their message across beyond boundaries can take some lessons from real life epidemics.

PJ Pereira says, small target viral campaign will only generate a little buzz because they simply don’t fly. Whereas, emails, ditto mad cows die a natural death before they reach a stage of maturity.

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He cites the most phenomenal digital campaign of the 90’s, “I kiss you,” and dancing baby. They were successful because they created humor and curiosity and thus able to cross demography, cultural borders, oceans and interests.

He says,

Viral marketing campaigns behave the same way. In our case, the antibodies we have to cheat are the cynicism that every consumer develops against advertising in general. Especially for things they have seen before and are easily recognizable as ‘another attempt to separate them from their money.’

Via [Adotas]

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