1. Viral ads
vs
viral videos
Dr. Augustine Fou
http://www.linkedin.com/in/augustinefou
Marketing Science Consulting Group, Inc.
April 27, 2012.

2. Executive Summary
There are 3 types of viral online videos, if you’re
an advertiser, which one do you want to be?
• viral videos – videos remembered for the video itself and
not for the product it is meant to advertise
• clever videos – videos that were clever and
funny, associated with a brand, but doesn’t convey anything
about the product
• viral ads – videos that conveys a key product attribute and
are remembered for the product it is advertising
April 27, 2012 2

3. Viral Videos
Videos remembered for the
video and NOT the product
April 27, 2012 3

4. Microsoft
“Megawoosh”
April 27, 2012 4

5. Geico
“Numa Numa Guy”
April 27, 2012 5

6. Samsung
“Extreme Sheep LED Art”
April 27, 2012 6

7. Cadbury Chocolate
“Eyebrows”
April 27, 2012 7

8. Volkswagen
“The Force”
April 27, 2012 8

9. Clever Videos
Funny videos where brand is
remembered
April 27, 2012 9

10. Smirnoff
“Tea Partay”
April 27, 2012 10

11. Evian
“Evian Rollerbabies”
April 27, 2012 11

12. Etrade
“Etrade Babies”
April 27, 2012 12

13. Old Spice
“Old Spice Guy”
April 27, 2012 13

14. Viral Ads
Videos remembered for the
product advertised
April 27, 2012 14

15. Blendtec
“Will it blend”
April 27, 2012 15

16. Durex
“Get It On”
April 27, 2012 16

17. TNT
“Push To Add Drama”
30 million
views in 25
days
April 27, 2012 17

18. Purple Content
“The Power of Words”
Conveyed
exactly what
Purple Content
does …
(copywriters)
April 27, 2012 18

19. Dr. Augustine Fou – Chief Digital Strategist
Dr. Augustine Fou is an industry-recognized thought
leader in digital strategy, search and social media
marketing and former Group Chief Digital Officer of
Omnicom's Healthcare Consultancy Group. Dr. Fou has
over 16 years of management consulting and digital
strategy consulting experience, advising CMOs,
marketing executives, and global brands. He pioneered
the application of the Unified Marketing™ framework
to optimize marketing and advertising across traditional
and digital channels.
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
ClickZ Articles: http://www.slideshare.net/augustinefou
LinkedIn: http://www.linkedin.com/in/augustinefou
April 27, 2012 19
acfou@mktsci.com