Archive for the ‘Virals’ Category

How to tell if your viral’s going to be a hit

October 20th, 2009 — Mark

We have been doing a lot of tracking looking at traffic numbers, comments, and ratings for viral videos.   The results are often disappointing.   Most “virals” don’t go viral.  A common characteristic in virals is that they are commissioned, scripted, shot and even released without any testing.  Given the nature of the internet, this is nuts.
YouTube, [...]

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Motrin disses baby slings in viral ad, sparks outrage

November 21st, 2008 — Simon

Motrin is a US pain killer. They have posted a video ad on YouTube from the perspective of a Mom who resents having to carry a heavy infant and is looking for pain medication to cure her back problem. (Why doesn’t she just stop carrying the baby, you may ask.) This is [...]

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Media (and buzz) moves online

October 7th, 2008 — Mark

The huge success of Tina Fey’s Saturday Night Live parodies of Sarah Palin (see above) has pointed up something the TV networks increasingly see as a great new opportunity. Great TV is finding a big part of its audience online. Fey’s hilarious (and kind of affectionate) Palin impersonation in the VP debate parody [...]

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Targeting influencers – Cadbury case study

April 12th, 2008 — Mark

Joe Marchese over at MediaPost has a good post on the Watts vs. Keller controversy. He, too, thinks that the truth lies in a middle ground. Influencers are important, but not for viral marketing. Hubs/mavens/folks with high “betweenness centrality” scores are helpful in that case.
The experience of our client the UK confectionery [...]

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Targeting influencers with virals “doesn’t work”

April 10th, 2008 — Mark

Duncan Watts is a Yahoo researcher who has done detailed work looking at the best strategy to launch a viral campaign – the kind of campaign which is aimed at getting the consumer to pass the idea along. Watts compares campaigns which targeted viral communications via “influentials” in the social network with campaigns which [...]

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