Are You Contagious? Starting a Viral Campaign About Your Product

11 Aug

Psst! Pass it on!

Psst! Pass it on!

Everyone has heard about how the Internet, and social media in particular can help your product or brand go viral, with people passing it along to their communities like a summer cold. But with so many marketing messages out there, how can you spark enough interest to get people to post or retweet your message?

1. Be outrageous – When you do something shocking, people want to share it. An example would be Blendtec’s “Will It Blend” series on YouTube. Blendtec makes high powered kitchen blenders, and put out a series of YouTube videos where they put all sorts of things into the blender, including a golf ball, marbles, and an iPad.

2. Be funny – People love to share a good joke, and if you can use humor to spread your brand name or features, that much the better. Check out the Heinken Walk in Fridge Commerical on YouTube as an example.

3. Present astounding facts about something everyone is already interested in, but don’t know much about – Everyone loves to look like the smartest guy in the room, so if you can provide people facts they can casually drop into cocktail conversation, they will pass it along. In order to really be viral, though, it must be packaged in a cool way. A great example of this is the Socialnomics video on YouTube.

4. Be controversial – When you aren’t politically correct, tongues are sure to wag. An online t-shirt site, T-Shirt Hell carries this to the extreme, with hundreds of humorous, but offensive, prejudiced and racist t-shirts. Their twist, of course, is humor, and they started a viral avalanche when they announced that they were closing the site down because they were tired of all the people giving them a hard time. Everyone got to talking, and on the day they were scheduled to close, they announced that it was all a joke and they weren’t closing after all. Sales went up from around 3,000 t-shirts a week to 100,000 a week for the next few weeks.

OK, so now you have a great video or campaign put together. How do you get it out there?

1. Make sure your content is easily accessible from your web page, on your social media networks and in your email signature. This will reach into your community, and maybe beyond if it is compelling enough.

2. In order to turn your viral campaign into an epidemic, you need to get it into the hands of the major influencers: the top bloggers, analysts and mainsteam media folks. Send them an email with a link to download your content (don’t attach it unless asked).

3. Seed it on social bookmarking sites like Delicious, Reddit, Stumbleupon and Digg. Provide links on your website next to your viral content that make it easy for people to recommend it on these sites.

4. Don’t give up – Your viral campaign may not become catching right away. Keep promoting it, and you may accumulate enough eyeballs to really start something. If it doesn’t catch on, try something else; not every campaign will go viral.

Now, go out and start your “word of mouse” campaign!

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