SUCCESS AND FAILURE
Viral marketing has been especially useful in areas of high interest such as movies and entertainment where there is a built-in fan base. One studio has successfully used viral marketing to auction off props from its movie productions.
The incremental revenue is not as important as the increased attention the studio reaps for the movie.
Advertising agencies and their clients use viral marketing to prepare the market for campaigns. By providing a sneak peek at an upcoming TV ad, the agency can get valuable feedback on whether recipients like it and whether it should even be used.
And because it is a sneak peek, recipients have an interest in passing it to others who are similarly curious. Airlines have offered great deals.
Software companies have launched new products, and design companies gained attention for their creativity.
Viral marketing appears to fail when there is no commonality of experience. That is, people are not interested enough in the message to pass it along. There are technical barriers as well that can kill a campaign. For example, some virus filters prevent downloading of executable programs.
Viral marketing has been especially useful in areas of high interest such as movies and entertainment where there is a built-in fan base. One studio has successfully used viral marketing to auction off props from its movie productions.
The incremental revenue is not as important as the increased attention the studio reaps for the movie.
Advertising agencies and their clients use viral marketing to prepare the market for campaigns. By providing a sneak peek at an upcoming TV ad, the agency can get valuable feedback on whether recipients like it and whether it should even be used.
And because it is a sneak peek, recipients have an interest in passing it to others who are similarly curious. Airlines have offered great deals.
Software companies have launched new products, and design companies gained attention for their creativity.
Viral marketing appears to fail when there is no commonality of experience. That is, people are not interested enough in the message to pass it along. There are technical barriers as well that can kill a campaign. For example, some virus filters prevent downloading of executable programs.