THIS IS HOW TO PRODUCE A VIRAL VIDEO!
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Posted by Dave Beesley, Senior Account Manager |
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Who doesn’t want a viral video? They are a marketer’s dream. Hundreds of thousands of people sharing your message not because they have to, but because they want to! It is the ultimate brand affiliation and does wonders to spread a message across all mediums new and old.
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This point was proven when I saw the latest British Airways advert on TV with the strapline “Don’t Fly. Support Team GB” with the hashtag #homeadvantage. I immediately took to the Twittersphere to see what was being said – instant success from a marketer’s point of view!
I was greeted with a list of tweets commenting on the video and how the jet passes through most of London’s iconic landmarks. Then I spotted a tweet that said I can personalise the advert! Hmm, …intriguing. A quick click across to the BA Facebook page and I had the option to ‘Take a plane down my street’! I inserted my postcode and off I went and watched the advert again. Then I typed in my parent’s postcode and watched the advert again.
Before I knew it I had liked the video, updated my status about it, discussed it with my better half and now I’m writing a blog about it! I even spent time reading what other people on Facebook and Twitter had said about it. As a viral video it has to be acknowledged as a resounding success – and I’ve not even mentioned the risqué message of our national flagship airline encouraging people not to fly or the clever methods of digital measurement built into the video that allows its online reach to be tracked.
If organisations want a blueprint of what makes a viral video successful they could do much worse than to learn a few lessons from the people behind this campaign. And before you ask “They ain’t my client and I’ve got nothing to do with the ad!”
Click here to see our examples of B2B Video Content