A blog has many benefits for any business, and by clicking the “blogging”category link in the nav bar on the right you can read all about them. But there’s one blog benefit that applies to anyone… It’s empowering.
Blogs and Social Media (YouTube, Twitter, etc) have given the “Daniels” of the world something potent to use against business “Goliaths” who BB (before blogs) could get away with some pretty irresponsible stuff. And, by “Goliath” I don’t just mean a huge corporate giant. It could also be a badly behaved doctor… like Dr. Joan Gerwitz, a Stamford, CT ophthalmologist who I saw this week. Without going into unnecessary detail my experience with Dr. Joan Gerwitz was not a good one and I’d hate for anyone seeking a Stamford, CT ophthalmologist to experience what I did.
Whether, or not, this post about Dr. Joan Gerwitz will make a difference is questionable. But, just knowing that it could makes me feel a helluva lot better.
I was just interviewed by The Wall Street Journal today about a Viral Video campaign we did for a client. Apparently, they liked it. They were curious to know what makes a viral video viral. Though one can never truly know for sure, it’s obviously got to be something exceptionally interesting, or exceptionally funny. And, I suppose getting national press in WSJ doesn’t hurt either.
Millions of YouTube hits, worldwide press, and now book and movie deals. Do you think it’s mainly the old media (TV) or new media (YouTube, etc) that’s been the driving force behind this media frenzy?
In an attempt to create some viral online buzz for the launch of its 2009 1-Series coupe, BMW did something different. They also did something fake.
Via BMW films, they created a fake documentary, with a fake director, around a fake German town filled with fake German people (who even had fake teeth) who were blathering on about a fake celebration (“Rampenfest”) for a giant fake ramp that was supposed to launch (literally) the car to the US. After about 20-minutes of the 35 min video I’d seen enough. And, in that 20 minutes, I don’t recall a word about the car.
If this attempt at viral marketing was targeting ad bloggers like me and ad award show judges, then they hit their mark. (Apparently, it was the darling of the award shows) But I’m not sure how many serious car buyers, over 30, it impressed. I’d be happy to be proven wrong so, if anyone knows, please tell me. Because with a storied heritage of German mechanical perfection, it escapes me as to why BMW would opt for silly gimmickry and fakery to try to sell their newest model.
So, what are your thoughts on this? Leave your comment on the “comment” link below.
Associating your business with a good cause can be a win/win situation if the cause ties in with your brand and/or allows you to showcase your product or service. This viral marketing effort is an example. Here’s the press release.
• Importance of having a great product.
• Case Study: Sorrell Ridge Jam
• Viral Marketing.
• Case Studies: Jib Jab and Blendtec
• Marketing the “Emotional” benefit.
• Measuring Effectiveness.
With the right product, a great demo can be your best marketing.
In October ‘06, a blender company called Blendtec made marketing history with a one minute YouTube demo that posed the eternal question: “Will it Blend?” In the video host and Blendtec founder Tom Dickson pours 50 marbles into a Blendtec blender and dices the glass spheres into powder. The segment became an instant web classic and to date has had 1.8 million views.
“I’ve never seen anything that’s taken off quite like this in my life,” said Blendtec marketing manager George Wright, who developed the idea for the series. The videos feature Dickson liquefying a range of items divided into the ‘Try this at home” and ‘don’t try this at home’ sections. The ‘don’t try this at home’ section features some unusual items that portray the power of the blender — from marbles and golf balls to a thanksgiving dinner.
With a $50 spend and over 6 million visitors to their site in five days, Blendtec is destined to become an MBA business case classic. Have you seen this video?
