“The definition of viral marketing or viral advertising is promoting information or products that other customers are compelled to give to other friends, colleagues and family. By definition viral marketing is a way to promote a service or product exponentially. When effectively done one person will give it to several people who in turn will promote it to several other people.”
I find the prospect of virals really intriguing- it seems risky it that you cannot be guaranteed your audience will see your ad, such as with traditional mediums like TV advertising. However, I think they force marketers to push the boundaries of creativity, producing engaging and interesting stories rather than encouraging lazy marketing.
The Harley Davidson viral shows different people in cages going about their daily routines, it then shows a motor cyclist enjoying the freedom of the experience and finally turns to a man caged in a car looking longingly at the bike.
I think this was a really good example of a viral- it’s intriguing from the beginning, getting you hooked on the unusual concept of people in cages. It continues this mystery until the end, finally revealing the brand behind the video. It doesn’t seem like it would cost too much to make which I think is all the more positive for the arguments for virals.
Having just read an overview of how Harley established itself as one of the great market leaders I was intrigued by this viral. Harley Davidson are, in my opinion, the leaders in experiential marketing- from their first initiatives like the Hog Club to their merchandise line they encouraged their customers to embrace the brand values of the company.
The end of the viral cements this commitment to engaging with its customer by putting the customer at the heart of all its operations. Allowing the customer to personalise the bike adds another dimension to the product offering and encourages the customer to integrate Harley Davidson as part of their identity in that you can ‘Build Your Bike’, and in doing so ‘Build Your Freedom’.
Maria
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Fantastic guidance provide by blog owner. There is something very interesting points revealed about viral marketing and experiential marketing.
ReplyDeleteAn impressive post, I just gave this to a colleague who is doing a little analysis on experiential marketing and he is very happy and thanking me for finding it. But all thanks to you for writing in such simple words. Big thumb up for this blog post!
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