Sunday Times' Top 10: Part 2

by Carlos Menezes

Carrying on from yesterday’s post, here are the remaining 5 entries in the Sunday Times top 10 virals list.

My pick of the bunch, the buck-toothed buccaneer strutting his stuff. Featuring Ronaldinho at the peak of his prowess and popularity this Nike clip eventually found its way into every football lover’s inbox. The beautiful game has mass appeal and in a short time we have already seen a number of other successful virals.

As for the remainder, once again I’ve left them in here as links:

I remember being showed this John West Salmon ad in varsity. For days I couldn’t stop laughing at the sight of a bear doing a Muhammad Ali foot shuffle. 300 million views and counting.
Trojan Condoms made it big with their video of pelvic powerlifting. Er, the less said the better.
Diet Coke and Mentos surely increased sales for the two brands - even if the surge in purchases was due to consumers wanting to try the experiment in their own back yards. Mind you, I think this was an unofficial campaign.
Mark Ecko’s Still Free was the only entrant that I hadn’t come across before reading this list. By tagging Air Force One he created an urban legend, and people started wondering whether he really did spray graffiti on the most famous plane in the world.

Taking a look back at the entire list it’s worth noting that although you always hear it said that sex is the staple of any successful viral campaign, only the Kylie clip has a sexual angle to it (what’s lacked for in frequency in this list is more than made up for in quality). I discounted the Trojan ad due to the fact that the product itself is of a sexual nature, but the creative concept behind the campaign is one of humour.

So that’s one campaign based on sex, four based on comedy (Carlton, Berlitz, Trojan and John West), one on an important social message (Dove), two on breathtaking displays (Quicksilver and Nike – although Carlton could also sneak in here), one with a try-it-yourself angle (Diet Coke and Mentos) and one on an activist’s urban legend.

Ten very successful and very different campaigns. Who’s to say that viral marketing isn’t versatile?

2007/09/02 | permalink | comments (2) | trackbacks (0)

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Sunday Times' Top 10: Part 2

by Carlos Menezes

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