Viral Marketing Campaign

Viral marketing or viral advertising, uses pre-existing social networks and other technologies to provided an increases in brand awareness or to attract an audience.Viral marketing is a commonly used technique and is user generated therefore can be delivered by word of mouth, social networking, video sharing sites, tablets,phones and other means of communication.The affect of a viral campaign is to spread information like a 'virus' where people may not be aware they are being marketed to.Viral marketing is a successful way to spread information and attract audiences, this is because this is a cheap way as the company relies on the audience to spread the information for example: embedded trailer, small video clips, images emails, text messages.The end goal of marketers is to create viral messages that appeal to individuals with high social networking potential and that have a high probability of being presented and spread by these individuals and their communications with others in a short period of time. Viral marketing is aided by the convergence of media as an organisation would use of media platforms with high level of audience such as radio, TV, social network,newspapers/magazines. This all allows the promotion for the product to gain further awareness and increase a successful in popularity for the product.

Example of Viral Marketing Cloverfield http://www.youtube.com/watch?v=b_lxQzSitQA



Another example of effective viral marketing is for the film “Cloverfield”, before the film's release, Paramount Pictures carried out a viral marketing campaign to promote the film. The trailer involved mystery and enigma as it wasn’t clear what was happening and took the audience by surprise. The screen goes black without introducing a title; just a release date of “18/1/08”. In this particular video is a recording of a girl receiving a phone call from her boyfriend explaining that he has seen aliens. This can instantly create a buzz with people and this video will be send around to generate many views, therefore increase the release f the movie.