Week-10 Lecture Hour New Advertising Techniques By, Dr. Yuvaraj

Marketing Communications 2001  Smith&Taylor New Advertising Techniques Viral Advertising  Companies creating ad messages so compelling, so funny (or often suggestive) that consumers spontaneously share them with friends via or mobiles  The objective is the exponential spread of ads that are endorsed by consumers’ own friends

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Marketing Communications 2001  Smith&Taylor Viral Advertising What are the best virals that you have seen?  ???

Marketing Communications 2001  Smith&Taylor Viral Advertising  Best known viral is the….  “Subservient Chicken” site, created to promote a Burger King chicken sandwich  The site received over 20 million visitors between 2004 and 2006  From its roots in young, anarchic quirky examples, viral advertising has moved increasingly into the mainstream…

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Marketing Communications 2001  Smith&Taylor New Advertising Techniques  Viral Advertising  In 2006, Sony used virals to gain a huge amount of publicity around its new tv commercial for the Bravia television  Leaked news of the shoot location and director  Leaked early shoot footage including consumers own shots onto the net  Requested consumers suggest new scripts ideas for the next commercial in the series

Marketing Communications 2001  Smith&Taylor New Advertising Techniques Seven Key Rules to Successful Viral Advertising 1.Make People Feel Something -you need a strong emotional connection -you need to have an opinion -you need to express an idea always with passion and commitment forget about pleasing all people Viral is all about EMOTIONS!

Marketing Communications 2001  Smith&Taylor New Advertising Techniques 2.Do Something Unexpected -forget about trying to be great! -forget about trying to be cool! -you remember virals like John West salmon when the bear gets attacked by a bear! Unexpected and very effective

Marketing Communications 2001  Smith&Taylor New Advertising Techniques 3.Do not try to make advertisements -virals are NOT just shared commercials -virals are “good stories”, like BMW films -Sony did not even feature their televisions once in the tv commercials Yet “everyone” knows what they are for…

Marketing Communications 2001  Smith&Taylor New Advertising Techniques 4.Make Sequels -people have seen your campaign and are engaged….what do you do next? -give them more, in small chunks…. -extra footage, behind the scenes looks, bloopers/outtakes, blogs, competitions Whatever it takes to keep interest levels up

Marketing Communications 2001  Smith&Taylor New Advertising Techniques 5.Allow sharing, downloading and embedding -as sharing is vital, make it accessible -usable formats – MPG, JPG etc -allow it to be embedded on other sites -publish on social networks – You Tube Variety of formats is the key to ubiquity

Marketing Communications 2001  Smith&Taylor New Advertising Techniques 6.Connect with Comments -respond to feedback from consumers -some will like virals, other hate them! -be ready to facilitate a debate Best viral campaigns are those that get and keep the discussion lively and fresh

Marketing Communications 2001  Smith&Taylor New Advertising Techniques 7.Never restrict access -the best virals are like viruses –spreading! -content must be free -do not require registration/membership -do not require special software/downloads Viral advertising is NOT about exclusivity

Marketing Communications 2001  Smith&Taylor New Advertising Techniques  Other Techniques  Online Advertising  Banners  Click-throughs  Awards and competitions  E-zines  Articles  Testimonials

Marketing Communications 2001  Smith&Taylor New Advertising Techniques  Other Techniques  Online Advertising – What to Avoid!  Pop ups in front of your working window  Slow loading of pages  Tricking you into clicking on to it  No close button  Covers what you are tying to see  Blinks on and off  Floats across the screen  Automatically plays sound

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