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branded content

廣告界一向被標籤為過度浪費、兼製造污染嘅行業,其實只要動吓腦筋,我哋都可以為環保出一分力,就好似adidas嘅「LOGROW」為例 (www.mindthecurb.com/our-gallery.asp),以植物及石頭拼成嘅Logo,環保得來又有特色。TOYOTA Prius發佈會派對仲利害,將植物種籽藏喺邀請咭裏面,經淋水及陽光後,咭上面會生長出植物,與廣告口號「Good Ides Grow Literally」配合得天衣無縫(www.psfk.com/2009/01/detroit-auto-show-prius-ad-that-grows.html);另有荷蘭廣告公司研發出一套字體,能夠減少20%印刷時嘅墨水用量,並放喺網上任人下載,有興趣可以於google搜尋「Ecofont」就會搵到。(www.ecofont.eu/)

Marketers did not invent word-of-mouth, its human nature to tell stories and share experiences (good and bad) with others. Word-of-mouth marketing leverages this very natural behaviour to tell authentic stories about brands and products. Then the consumers tell a few friends about the stories and if their friends go and try out the product or service and they also like it, then they’ll spread the words and recommend to other friends. The long lineup for egg tarts outside of Tai Cheong Bakery is word-of-mouth. Nevertheless, the buzz for most word-of-mouth campaigns eventually fades (except for Google).

Viral marketing spreads quicker, the compounding function is sometimes built into the product (eg. hotmail). The more people use it, the more people see it and then even more people use it, again and again with geometrically increasing power, doubling with each iteration.

Viral campaigns may take the form of videos, musicimages, games, ebooks, mobile app, branded utility, branded content, etc. (Please click on the links to view samples for each category, i’ll be sharing more interesting demos on this blog so check back often!)

Viral marketing is only as good as the idea or concept it promotes and I have seen lots of entertaining ads that went viral but didn’t market the brands or products in a meaningful, tangible way.