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Marketing campaigns that go viral can play a huge part in brand building. Success stories such as the campaign created to promote HBO’s True Blood series (including notable elements like advertising for a Tru:Blood "Blood Orange Beverage" and a vampire-written blog called Bloodcopy) was no doubt integral to the 66% growth rate the show experienced over the course of its first season.
With any campaign, whether it be of this magnitude or a one-off video, proper viral seeding at launch gives it a better chance of thriving. With that being said, it’s important to understand that while we can design a viral campaign, only your target audience can truly make it… viral.
How does this happen? When consumers see something they’ve never seen before. Something that speaks to them and compels them to share it with others—a campaign that allows them to add their commentary as they pass it along. And, in the end, the best viral campaigns have staying power. Like the True Blood campaign. People are still talking about it. And the blog is still highly active over a year after it was launched.
When it comes to viral marketing, nothing is guaranteed. But unique, intriguing content is always the best place to start.
Tags: viral marketing / true blood / success stories