POV: Viral Videos For Brands

Posted by Darren on Aug 12, 2009 • (Comments)

I wanted to name this post, Viral Video Crap, but that wouldn’t be on DH brand.

While reading Peter Kafka’s column, MediaMemo on AllThingsD this evening about Microsoft Word and it’s impending verdict, he linked to a video of a gentleman in a wet suit who rides down a slip-n-slide and launches into a kiddie pool.  This video was posted to YouTube and has over 1.3MM views as of writing this.  As it turns out, Microsoft Germany created (or had created) the video and it links back to Microsoft Project (www.megawoosh.com).

I do not get it.  The video is cool and the SFX are pretty sweet, but how is this on brand for Microsoft and do I feel any more love for Microsoft Project than before?  No.

I hear all the time from brands that they want to create a “viral video.”  First of all, no one creates a viral video – consumers decide what becomes viral or not.  Secondly, most videos that become viral are not on brand for most clients.  The video, while most times laughable, does nothing for brand recall or even lift in brand attributes.

Just because a video achieves 10MM views, does it mean it does anything for the brand?  I’d love to see some research to prove me wrong.

Tagged as , , , , , + Categorized as Advertising & Marketing, Internet & Web X.0
  • Thomas Marriott
    completely agreed. this is how you do viral videos, entertaining & effective:

    http://www.youtube.com/watch?v=UlzoL-wQwio
  • senithomas
  • Word. I saw this video and thought the same thing. It's always nice to be able to show the boss that your 'viral' video got X number of views on YouTube. However, there is no way to determine if this raises brand awareness outside of us marketing professionals who actually pay attention to who makes them.

    At this point most, of these internet cluttering videos are put out there not to set the world on fire, but simply to let someone check off a box on their list of must-have tactics. How do you handle clients who have this on their check list?

    The myth of viral media was a hot topic at last years Futures of Entertainment conference http://publicaddress.typepad.com/html/2008/11/the-myth-of-viral-media-.html
  • senithomas
    THANK YOU!

    If I hear another client ask for a viral video I might just jump.

    Although viral models like Zadby are interesting and appease the client requests while covering your butt, they still do nothing for promoting the core brand.
  • I agree as well. I saw that video and thought it was pretty amazing. It took a ton of research to figure out it had anything to do with Microsoft. Most of the embeds I have seen for that video do not even include the site link back.

    I think the key is to contribute to the experience a user has on the internet. Wouldn't be more interesting if Microsoft made a site that showcased videos its staff loved? Then people could say, man those people at Microsoft are awesome - they are just like me. They must make products for people just like me.

    Its all about the organic experience, and enhancing it.
  • Lee F
    Agreed. Entertaining does mean Effective.
  • Lee F
    Agreed. Entertaining does NOT mean Effective.
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