MarketingExperiments Blog: Research-driven optimization, testing, and marketing ideas

It’s always fascinating to see smart, unique, and occasionally crazy concepts come to life. Most interesting are those that somehow connect with a brand and really support brand awareness.

Just a couple weeks ago, Ad Age released its Viral Video Chart for the week of April 6, 2009. Here a few of my personal favorites from the complete list:

• E-Trade’s babies (229,799 views that week)
• Samsung’s Extreme Sheep LED Art (1,114,491 views that week)
• Cadbury’s Eyebrow Dance (438,407 views that week)
• T-Mobile’s Dance (742,120 views that week)

Besides being funny and eye-catching, what have these videos done right?

They connect in a personal way with our minds and more than grabbing our attention, they create a rush to share them with friends.

However, we can share videos all day long and enjoy happy feelings, but still be left with no connection to any brand in particular. Here is where, I think, great videos differentiate themselves.

The power to make connections

What really makes some of these videos stand out in terms of their marketing objective is how they help viewers intuitively connect the message with the product or brand.

For example, E-Trade jokes that babies could master their product but, within the joke, manages to plant the idea that their product is seriously easy to use. In other words, E-trade’s video overtly displays their product strengths and subtly addresses the anxieties prospective customers might feel about getting involved in the online stock market.

By showing shepherds developing a sheep-borne light show, Samsung engages the “can-do” energies of creative and scientific professionals who will watch the video and simultaneously be amazed and think, “I can top that.” ( Doubt me? I forwarded the email to two performance artist friends and within a day received their email proposals for mobile LED displays based on four-legged, two-legged, and wheeled choreography.)

Furthermore, Samsung’s video showcases the same energy and teamwork that goes into any performance and also points out that their product is tough, versatile, and will perform in difficult conditions.

Engaging viewers is merely the beginning

It is important to have an engaging concept for your viral video. That’s what makes people watch, and more importantly, forward or, even better, stick that link on the ol’ Facebook page.

But it is vital for the success of your campaign to choose a creative concept that makes an intuitive connection with the benefits and advantages of your product, service or offer. Then you’re not only making a video people will pass along, but spreading a brand that viewers will want to remember and reengage with.

Internet Marketing Strategy, Social Media, Video