Comments on: Viral Marketing: On Demand Advertising? http://www.psfk.com/2005/06/viral-marketing-on-demand-advertising.html Ideas & Trends Mon, 23 Nov 2009 18:51:10 -0800 http://wordpress.org/?v=2.8.4 hourly 1 By: Andy Sarfas http://www.psfk.com/2005/06/viral-marketing-on-demand-advertising.html/comment-page-1#comment-247693 Andy Sarfas Mon, 20 Jun 2005 11:32:32 +0000 http://www.marktd.com/?p=132#comment-247693 Our most successful viral to date simply used the best 3d graphics we could find to deliver a compelling 3d snowboarding game. We have found that by getting the creative spot on for the target audience delivers the viral effect - 35 million+ plays in the last 12 months. Branding is maintained via the console and frequent use of the brand colourways throughout the game. 'Power ups' delivered by collecting Clearasil packs help as does the addition of a bonus for inputting bar codes (in certain countries only) www.clearahill.com Our most successful viral to date simply used the best 3d graphics we could find to deliver a compelling 3d snowboarding game.

We have found that by getting the creative spot on for the target audience delivers the viral effect – 35 million+ plays in the last 12 months.

Branding is maintained via the console and frequent use of the brand colourways throughout the game. ‘Power ups’ delivered by collecting Clearasil packs help as does the addition of a bonus for inputting bar codes (in certain countries only)

http://www.clearahill.com

]]> By: Miss Rogue http://www.psfk.com/2005/06/viral-marketing-on-demand-advertising.html/comment-page-1#comment-247692 Miss Rogue Fri, 17 Jun 2005 20:21:24 +0000 http://www.marktd.com/?p=132#comment-247692 The problem with all of these examples is that, even the clever ones (like Subservient Chicken) tend to solipsize the brand. The conversions do not necessarily correspond with the success of the campaign. I know loads of people who have enjoyed making the chicken do ridiculous things, but when I survey them, I find only (roughly...not scientific) 10% can name the brand associated with it. Nor does it drive them to eat at ... um, Burger King ... more often. The problem with all of these examples is that, even the clever ones (like Subservient Chicken) tend to solipsize the brand. The conversions do not necessarily correspond with the success of the campaign.

I know loads of people who have enjoyed making the chicken do ridiculous things, but when I survey them, I find only (roughly…not scientific) 10% can name the brand associated with it. Nor does it drive them to eat at … um, Burger King … more often.

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