"I look at every advertisement which has appeared for competing products during the past 20 years." (David Ogilvy)
Coloribus is a huge archive of viral advertising, marketing buzz and frequently shared online ads that can be of great use to people who are deeply engaged in both creation and dissemination of advertisements. This storage of viral marketing samples allows to get acquainted with a great amount of works in the industry, find the way in variety of samples and select some ideas that can become applicable for businesses. Coloribus offers viral commercials as a bright illustration of marketing tools that are used in advertising products and services.
Viral marketing generally refers to various means of viral ads spread in geometrical progression where the information receiver himself becomes the main provider for further information promotion. He himself forms the contents able to attract new people to the information piece due to a bright, creative, unusual idea or with the help of a trustworthy message.
In pre-Internet period this function was performed by marketing buzz (personal communication, focus-groups, advertising campaigns, in press or TV, etc.) Today this marketing tool uses existing social networks for increasing awareness of a brand, service or a product. Such techniques, like viruses, use every chance to enlarge the number of the messages sent. Promotion with application of viral content can be of different forms including video, photo, flash-games, commercial calls (wow-call), funny commercials or even common texts (anecdotes).
The aim of such viral ads is to get through to the potential customer indirectly unlike usual advertisements of a product, as studies show that most population perform a low level of trust towards ads in general. It is always better to get information of a product from someone uninterested in the benefits gained from selling the product, from someone whose point of view is deeply trusted.
Good example of successful viral ad was Old Spice of 2010. A three-day’s viral campaign in which an actor - commercial participant - answered questions of users on-line brought this ad to the YouTube top list hits and guaranteed 61 millions of reviews.
Burger King with its marketing the Subservient Chicken campaign, conducted from 2004 until 2007, was an example of viral or word-of-mouth marketing.
Video ads or commercials are very effective tools for achieving viral effect as have wide opportunities for greater auditorium coverage (see Fashion Show’s remake of Maroon 5’s “Moves Like Jagger” song depicting all celebrated top models). Or interactive viral commercial in which viewers can take an active part in influencing further development of the plot.
Viruses are “seeded” through:
Coloribus illustrates viral marketing samples based on the main 4 principles:
and 3 basic criteria:
Ad designers spend much time and energy to create a high quality viral advertisement comprising modern technologies to serve the target purpose – to inspire the viewer with a bright emotion alongside with wish to share this ad with his friends and acquaintances. The number of viewers correspondingly reflects benefits from sales of the product from the site advertised.
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