Lame and Lamer: 10 Dumbest Viral Marketing Campaigns

You can't force anything to 'go viral' on the Internet, but that didn't stop these 10 companies from giving it a big, dumb try. Guess who topped the list.

PC World, August 26, 2008 — Sure, it looks easy enough. Post a video of yourself wiggling your butt on Wii Fit, dancing your way across the globe, or practicing your Jedi Knight moves, and--presto! You're the next Web sensation, swept along by the viral nature of the Internet.

Case Study: Viral Marketing Gets Philosophical†

Brandweek, July 21, 2008 — Every Mother's Day is filled with marketing possibilities, considering the $12 billion or so consumers are said to spend on the holiday each year. With that in mind, Philosophy, a skin care and cosmetics brand, wanted to broaden its considerable appeal with women via a more emotional Mother's Day campaign.

BMW Ran Risk With Silent Role in Mockumentary†

Wall Street Journal, June 20, 2008 — Earlier this year, a half-hour mockumentary about a small Bavarian town's attempt to catapult a BMW car from Germany to the U.S. via a giant ramp garnered positive buzz from auto and pop-culture blogs. Yet rather than soak up the glory, BMW spent weeks refusing to claim the short film for what it was — a viral-marketing campaign created by the company's ad agency, GSD&M Idea City.

By keeping mum, the German auto maker was taking a risk. In recent years, the viral-marketing world has been littered with examples of companies that have pulled the wool over consumers' eyes, only to be blasted with criticism when the truth came out.

Measuring Up: Web Analytics Firm Monitors Engagement

MediaPost Publications, June 16, 2008 — Start-up Web video analytics firm Visible Measures today is expected to announce the availability of a service for advertisers and agencies to measure the "true" viral reach and audience engagement of their video ad campaigns.

Visible Measures' technology, which monitors user engagement throughout the entire video stream, has so far focused on helping publisher customers get a better idea of what parts of their videos work, and what parts don't.

Ning's Infinite Ambition

Fast Company, April 11, 2008 — Here's something you probably don't know about the Internet: Simply by designing your product the right way, you can build a billion-dollar business from scratch. No advertising or marketing budget, no need for a sales force, and venture capitalists will kill for the chance to throw money at you.

The secret is what's called a "viral expansion loop," a concept little known outside of Silicon Valley (go ahead, Google it — you won't find much). It's a type of engineering alchemy that, done right, almost guarantees a self-replicating, borglike growth: One user becomes two, then four, eight, to a million and beyond. It's not unlike taking a penny and doubling it daily for 30 days. By the end of a week, you'd have 64 cents; within two weeks, $81.92; by day... continue reading

American Airlines Flies With Facebook Widget

MediaPost Publications, March 26, 2008 — HOPING TO COZY UP TO consumers, American Airlines has launched a new marketing tool disguised as a Facebook widget. The Dallas-based carrier is looking to learn more about consumer preferences and buying habits.

The widget, dubbed Travel Bag, offers features that let Facebook friends share personal tips and experiences through tools like Favorites, Travelogue, and Trip-O-Vent. American Airlines hopes that by learning more about consumers, it will be able to provide relevant information about services and destinations, rather than deliver a bunch of postal junk mail or email spam.

Chitika Launches Ad Unit with Live-In Social Features

MarketingVox, February 12, 2008 — Blog advertising company Chitika has released a viral branding unit designed to get people talking about brands right inside the ad. The unit acts as a vessel for banner ads or video. Components include tabs for commenting on the brand or product, and the ability to rate and share opinions across social networks of choice.

Is the Tipping Point Toast?

Marketers spend a billion dollars a year targeting influentials. Duncan Watts says they're wasting their money.

Fast Company, February 1, 2008 — Don't get Duncan Watts started on the Hush Puppies. "Oh, God," he groans when the subject comes up. "Not them." The Hush Puppies in question are the ones that kick off The Tipping Point, Malcolm Gladwell's best-seller about how trends work.

The Rules of Viral Web Success, At Least for Now†

Adweek, January 7, 2008 — The site is undeniably frivolous. Visitors are greeted by a quartet of shimmying elves with cutout photos pasted on their bodies. They are invited to do the same and pass it along to their friends. It is neither a work of fine art nor a technological marvel.

Bloggers Key Marketing Aid For Wizarding World Theme Park

MediaPost Publications, August 22, 2007 — UNIVERSAL ORLANDO RESORT IS INVITING opinions from fans and bloggers when deciding the taste of butterbeer sold at Hog's Head tavern and chocolate frogs from Honeydukes--delicacies whisked from the pages of J.K. Rowling's best-selling Harry Potter novels and into a high-tech theme park scheduled to open in Florida by 2010.