MOHAMAD DANIAL SOBA BIN MOHD SOBA (Advertising Symbiosis: The Key to Viral Videos)
Title : Consumer Behavior (advertising Symbiosis :The Key to Viral Videos Name: Mohamad Danial Soba Bin Mohd Soba Matrix No: SX130391HAFS04
Advertising Symbiosis: The Key to Viral Videos
you ever wonder how an advertisement for bottled water become one of the
most-watched videos on par with artistes’ music video? By creating a viral
online advertisement can be one of the key to creating mega hit marketing
through “advertising symbiosis”.
adults dancing with toddler versions of themselves in the reflection of a store
window featured in Evian’s baby&me advertisement. We can only see a bottle
of Evian only at the end of the video along with the slogan “Live Young”. 53
million views have been reached since the video first release in April. In the
other part of the world, Nestle’s self-explanatory “From Maine Water Springs to
You: The Journey of Poland Springs Water” has barely reached 500 views. The
question: Why did Evian’s commercial has more views than the other one?
Teixeira has the answer. His new research explains the necessary input to
create online advertisement so compelling that viewers will share with their
peers and family, not only for them to view. The research shows that by sharing
the video will help and promote the advertiser as it goes viral.
no longer want a lot of information about the products or brands in the
advertisements they watch," quoted Teixeira, an assistant professor at
Harvard Business School who has figured out the factors that make online ads
profitable. "In the past the advertisement would include all the
information about the product. But now we have all the information online. Now,
we want ads to entertain us." Four steps that are vital to make a
successful viral advertising areattractingviewers' attention,retainingthat
attention, getting viewers tosharethe ad with others, andpersuadingviewers.
In his research, Teixeira offers four concepts
to make an ad becomes viral through advertising symbiosis:
CONCEPT: Make the viewer the center of attention.
EXAMPLE:Old Spice's Twitter
Procter & Gamble launched a campaign where Facebook and Twitter users were
encouraged to send messages to Isaiah Mustafa, the Old Spice’s spokesman who
markets the idea that if men can't look like him, they can at least smell like
him. 185 short videos showing Mustafa responded personally to the individual
Twitter users have been uploaded by their advertising agency. The responded
videos then became viral as they supposedly shared with their social networks
which made each video received millions views each.
CONCEPT: Offer the viewer privileged access to
EXAMPLE:Virgin Atlantic's sneak
peek.In 2010, an
email message with the new airline’s new advertisement has been sent to members
of Virgin Atlantic's frequent-flyer program. The airline was giving them a
privilege as the ad will on come live on TV on the following week and the
privilege of being among the first to share it.
CONCEPT: Give the viewer the opportunity to
communicate his or her values to others.
EXAMPLE:Dove's message about
self-image.Unilever's Dove brand uploaded "Dove
Real Beauty Sketches," a short video showing an artist sketches several
women twice, first based solely on their own descriptions of themselves and
then based on descriptions from strangers. The women are hidden from the
artist’s sight. It results by comparison that the sketches based on strangers’
descriptions are more attractive than the sketches based on the women’s description
of themselves. The video is ended with the powerful tagline, accompanying a
Dove logo:You are more beautiful than you think.
CONCEPT: Let viewers show off their ability to find
strange hidden gems.
EXAMPLE:Blendtec's wacky blender
Blendtec CEO Tom Dickson launched a series of infomercials where he try to
blend few items using company's main product Total Blender and answers the
question, "Will it blend?" Items he has blended in the series include
an iPhone, an iPad, a can of Easy Cheese, and a vuvuzela. Unlike many viral
ads, this one features the product and its functions. Usually that's a turnoff,
Teixeira says, but these videos are too fun and unconventional not to share.
The final step of successful virality, to persuade the
consumers, the advertisers have to crack their heads to entertain the viewers
without losing a connection to the brand. “Viewers will lose interest if the
advertisers showcase more about brand, but if it is not enough they will
clueless what the video is advertising. The solution, show the product
repeatedly but not too intrusive throughout the video”, advised Teixeira
"When entertainment creates
an emotional connection, it leaves a lasting effect on our minds,"
Articles - The Key to Viral Videos - by Carmen Nobel