viral marketing

A good viral should get me humming.

I woke up this morning playing the intro theme music to the 1980’s cartoon, Roger Ramjet in my head.

I have no idea why it was there, or what got me thinking about it, but there it was nonetheless.

That unbelievably catchy/annoying tune was playing over and over again in my head and I got all nostalgic and had to hunt it down on youtube.

It’s well established that music, more than anything else is a binding force in our memories. Francis Mendez once famously said “for every memory there’s a song”.

Some of the best marketing and advertising has had an effective soundtrack, jingle, or accompanying song that gets you going is what many people remember long after the campaign has concluded but the imprint of the brand associated with it may linger too.

Recent campaigns that spring to mind include:

  • Telstra’s ‘Everybody’s talkin’ at me’, clip here.
  • Commbank’s ‘Come Together’, song here.

But there are counless others, like JB Hi Fi’s breaking glass,

I guess I’m asking the question: Would viral go even longer in the memory of consumers if a famous or nostalgic (nostalgia depends on who you’re targeting) sound was included?

I’m asking because right now I can think of heaps of television jingles and campaign songs but I’m struggling to think of one online viral that’s employed music effectively.

Roger Ramjet intro

Forget agencies, all you need is staff.

While companies pour millions of dollars into creative agencies for viral campaigns who make promising noises about expected traffic and branding exposure and user interaction, some agency heads must be absolutely staggered by the free publicity that some companies get for doing absolutely nothing other than having staff, while some of their friends viral efforts are treated with skepticism by the media.

Never fear agency boys and girls all you need to do is tell your clients to have staff ala Ryanair and Southwest.

You can’t buy the kind of global attention that an x-rated porn model serving drinks receives globally and likewise you couldn’t as a CEO quite thank your staff enough for videoing another member of staff rapping flight safety instructions before takeoff:

Of course you could try and stop your staff from tweeting but that would just be silly.

Keep on tryin’ and truckin’ agencyland.