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Viral Marketing

November 13th, 2009 No comments

Found Bill Wasik‘s And Then There’s This pretty fascinating. Given the PR and marketing classes and work that I have done, I was particularly interest in the concept of viral marketing.

We have all seen short films on TV in the past – many are created to market an upcoming show and I see from Wasick’s book and my own research that many viral marketing short films have been created to promote different products. I found the following Wired article discussing how viral marketing across many mediums is a proven method. I particularly remember seeing the BMW short film featuring Clive Owen that is pictured in the article Organized Chaos: Viral Marketing, Meet Social Media.

Organized Chaos: Viral Marketing, Meet Social Media

 This viral marketing by BMW using Clive Owen appeals to women due to his raw sex appeal; it also appeals to men due to the action content. There were several short films made by BMW films that, when linked together, do produce a somewhat cohesive story, but viewed alone, enhance the product. This is an example of viral marketing done well.

 Below is just one of the films in the multipart series:

 

While the above was a serious BMW film, the one below is a more comedic variation that probably never appeared on TV like the other one did due to some adult language. It features both Clive Owen and Madonna

While the above viral marketing ads did not make me want to run out and buy a BMW, they did interest me enough to go searching for all of the BMW viral marketing films. So, in one sense this form of marketing was successful due to the fact that watching one, made me want to watch more.