RE: UKNM: Viral Marketing

[John Sullivan]

Hmm...


> sort of terribly British Pokemon- emblazoned on each tiny

> pot. The viral bit was that the label was designed as a removeable

> reuseable sticker.

> ...

> that every one of his toys had been 'Branded' with a

> tiny-pots sticker this work for adults?


To my mind, this is still not viral. This is (if you'll excuse the pun),

just sticky. You've delivered the consumer something so memorable, they've

chosen to keep it around, which may, yes, influence their choice of purchase

later. You still need to produce as many stickers as stickers there are.


Viral, again to my mind, involves the reproduction of a marketing message

such that a large amount of the marketing work is done by the consumers

themselves. Thus, it's very difficult to produce a conventional media viral

campaign (though it can be done - generally with a strap-line that people

remember and quote, a la "If You See Sid, Tell Him"), but is far easier to

do with digital media - the copying and distribution of funny Flash files

which contain branded information, etc., etc.)


John...



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