Presentation on the Art and Science of Making Ads, Promotions and Campaigns go Viral. It explains the key characteristics of the content and the process for an effective execution. Discussed Examples - Smart Water, Nike Hyperdunk, Dark Kight and Memes.

1. How to Make an Ad or
Promotion go Viral?
By: Gautam Chawla and Sahaj Cheema
MBA Students at Shulich School of Business
Social Media Enthusiasts
http://www.linkedin.com/in/gautamch http://www.linkedin.com/in/sahajcheema

2. “A guide for creating a successful viral
campaign is as effective as a tutorial on
how to win the lottery” Christian Haas
(Designer & Entrepreneur)
3,000,000,000 Videos viewed on YouTube everyday
1,000,000 Links shared on Facebook every 20 mins
250,000,000 Photos uploaded on Facebook everyday
300,000,000 Tweets on Twitter every day

3. Jenifer Aniston’s Smart Water Ad
http://www.youtube.com/watch?v=kgX_IJPOifs

4. What is Virality?
Word viral means continuously duplicating
Content which gains widespread popularity
through the process of Internet sharing.
Virality = Compelling Content + Effective Execution

5. What Content?

6. Examples of Viral Content
NETNOGRAP
HY

8. What gets attention?
Hilarious: Amateur
videos, Parodies, Remixes, Memes, Bad dancers, Baby
reactions, Expressive pets.
Unbelievable: Stunts ,Gimmicks, Supernatural
Emotional: Awe! Touching confessions, Parenting
moments, Proposals, Drama, Anger, Motivation.

9. What makes stuff go viral?
Offbeat: Honest, Original, Creative – Sony
Bravia, Samsung LED, Johnny Cash Project, Best Job in the
world.
Embarrassing: Bimboes, Celebrity Goof
Ups!, Wardrobe Malfunctions, Falls and Mistakes!
Provocative: Attractive people doing Anything!

10. Viral Marketing
Any strategy that encourages individuals to pass on a
marketing message to others, creating the potential for
exponential growth in the message's exposure and influence
Why it makes sense?
 Low cost promotions that can garner high visibility
 Can be used for testing and experiments
 If successful can have reach a widespread audience
 Great way of getting back customer feedback

11. Return on Investment
Network Effect: Value of each
potential sharer is proportional to the
number, N, of other individuals he or
she can connect to.
Viral marketing is a way to
get value beyond the cost.
Content that passes CMC
sees benefit of Network
effect.

12. Tactics for Viral Marketing
Make it short: Break down long stories into bite-sized clips
Design for Remixing: Create content that can be remixed over and over again.
Don’t make an Ad: if a video feels like an ad, viewers won’t share
Use fake headlines: make the viewer say, “Holy shit, did that actually happen”
Appeal to sex: if all else fails, hire the most attractive women to be in the video.
Optimise the title: frame at the very middle is interesting
Strategic Tagging: three or four unique tags, control over “Related Videos.”

13. Process behind the promotion
Reach out to influential bloggers, gain access to readership
Pay them to post your content
Post in relevant blogs with option to comment on content
Start new threads and embed videos or photos
Kickstart conversations by setting up multiple accounts
Person of authority tweets content to gain visibility.
Ensure the content gets retweeted and shared by viewers
Share Share Share.
Create event to announce video launch share with network.
Tagging the video

14. NIKE HYPERDUNK KOBE BRYANT
ASTON MARTIN

15. Kobe Bryant Nike Jump Campaign
http://www.youtube.com/watch?v=BIWeEFV59d4

16. The Jump Video
Attracted over 5 million views
Created a buzz whether the stunt was
fake
Creatively leveraged all brands
Campaign was a success

17. The Dark Knight

18. The Dark Knight Viral Marketing
Largest viral marketing campaign in Hollywood
history
Fans participated to uncover more information
about the movie
“Real live recruiting into Joker’s army via
cellphones hidden in cakes”
Carefully planned and executed over a period
of 6 months to maximize the buzz at launch

19. Dark Knight’s Promotional Campaign
http://www.youtube.com/watch?v=cD-HRI-N3Lg&feature=player_embedded#!

20. Our Attempt at Virality:“Sh*t We Say”
http://www.youtube.com/watch?v=1ikCkQvUNEw

21. Thank You and Keep Sharing