It's Infectious

A while back, my housemates and I looked at a video of a man being catapulted over both a pool and a fence - all in the name of a prank you understand. Much debate ensued on whether such a feat was physically possible. When someone decided to have another look a few days later, it caused some real disapointment to find out that the ending was extended from the previous version and the video's true nature was revealed to us.

Sprite Advert

Here we enter the realm of 'viral advertising'. Strictly speaking, viral marketing is a marketing phenomnon that facilitates and encourages to pass along a marketing message. What we're looking at here is 'viral videos'- videos which have gained widespread popularity via the internet- being used for marketing purposes. To be successful, these generally need to be funny and perhaps slightly edgy, take a look at Ford's evil twin adverts.

Ford Ka Advert 1

This second advert was, according to a Ford statement released after outraged animal lovers complained, never meant to be released and was apparently 'leaked' on the internet. Some were not convinced by the statement and pointed out that Ford got a large amount of very successful publicity without having to officially endorse what some saw as offensive. Avoid if easily offended.

Ford Ka Advert 2

Part of the appeal for companies is also the fact that because the videos are only available on the internet, they need not fear the watching eye of the censors. The following advert would have never seen the light of day on any other medium than the internet. Again, not for the easily offended.

Panasonic MP3 Player Advert

Depending on your views these trends are either a clever use of available technology and social trends, or the commercialisation of social networks by ruthless multinationals. Either way, there is no denying that such campaigns when handled appropriately can be very successful, so expect many more to appear in the future.