A Look at Viral Marketing

Viral marketing has always fascinated me. When executed effectively, viral marketing generates positive word-of-mouth about an upcoming product and can make ultimately purchasing the product, whether it be a film or a pair of sneakers, that much more exciting.

Curtis Silver’s article Organized Chaos: Viral Marketing, Meet Social Media begins by citing the success of cult show Mystery Science Theater 3000 and BMW’s The Hire – a collection of short films featuring Clive Owen driving awesomely in a BMW – as an example of pre-YouTube viral marketing, but there are plenty of other great examples of viral marketing campaigns. Take for instance Microsoft’s search engine Bing’s campaign to promote rapper Jay Z’s upcoming autobiography, Decoded. Check out this cool video detailing their approach to the project.

Clearly, this was an ambitious project, but telling by the end of the video, both Jay Z and Bing benefited greatly from this endeavor. This viral marketing campaign got fans and others excited about a product that normally a movie trailer or a billboard ad just couldn’t do. Allowing the audience to become involved with your product creates the feeling that they are a part of something in history, that they are connected to this one moment in time with others all around the world. That’s an incredible emotion to invoke in a person, and for Jay Z and Bing, it paid off. Oh, and just keep in mind what this huge project spanning multiple continents and potentially costing a hefty wad of dough to pull off was all for: A BOOK! Wow, I didn’t even know people read anymore…

So we’ve established that viral marketing can be a grossly beneficial tool to create buzz about a product, but just like other forms of advertising, like the online crowd-funding site Kickstarter, it is not for everyone. Just because it worked for one person does not mean it will work for you. Take, for example, the recently released video game Hitman: Absolution. Absolution is the latest installment in the long-running Hitman franchise in which you play an assassin-for-hire, and publisher Square Enix wanted to capitalize on its release by, wait for it, creating an app that lets you place death threats on your Facebook friends! Yes, that’s exactly what I just wrote. Let it sink in. Video game website Rock, Paper, Shotgun was able to document the horribly insulting site before it was quickly taken down by the publishers. In the app, you can create a contract in which the game’s protagonist will seek out your friend, based on bullying remarks like “her small tits”, and kill them. Then, the app creates a video and sends it to your friend!

This is not what I wanted to wake up to!

This is not what I wanted to wake up to!

A great viral marketing campaign can create an event that gets people out of their chairs and creates positive promotion for a product, but a horrible campaign can put a black eye on its reputation just as quickly, even if the product is of high quality. This becomes even more evident with the advent of social media such as YouTube and Twitter. With the touch of a button, one little message, one little app about killing your friends, can be sent across the globe, through a number of channels, instantly.

Viral marketing is a scary and risky proposition: letting your baby that you’ve worked so hard on into the wild and watch how the masses react. It’s risky because at some point, it’s in the peoples’ hands, and all you can do is sit back and watch. But it can also be incredibly effective in the end, creating anticipation for something hopefully worthy of the hype.

Facebook and Friendship

I don’t know if you all know this, but friendship is pretty awesome. Friendship is one of the basic elements that help define us throughout our lives. Friendship has brought nations together, ended wars; it has bonded people throughout the years in ways few other things can. Friendship is a powerful thing that makes you feel a part of something, respected, even loved. But what happens to the meaning and connotation of such an important aspect of our lives when it is applied to various social media outlets such as Facebook?

Like many other social networking sites, Facebook provides incredible means of connectivity with people all around the world. You see a page that’s really cool, you can “like” it; you see someone you haven’t talked to in awhile because they now live in Cambodia, you can “poke” them. You see a friend of your brother, and you can make them your friend… Wait, what? Friend them? I barely know the guy, and the only way I can say I know him is by making him my friend? That seems like quite a leap, Facebook. Some of you may not feel so strongly about this matter, but the friendships and relationships I have with people are very important to me. So when a social media site such as Facebook generalizes such an important factor of my life by pretty much including everyone in it, I feel it kind of takes away from the whole significance of the word. No longer does being friends mean you have known each other for years and have talked extensively about your hobbies and your futures, but merely, “yeah, I know that guy.”

I’m going to tell you about my friend. He does not have a Facebook. I know, I know, he must wear a straight jacket in a room with pillows for walls, right? Wrong, he’s actually a really cool guy. Anyway, one day he was chatting with this girl, and she eventually said that she was going to friend him on Facebook, to which he replied that he did not have one. She then gave him a shocked look and asked, “Do you have any friends?” My friend was taken aback by this question. Do I have any friends? He wanted to ask her, “Do you have any friends?” To some, the term “friend” has lost its qualitative aspects and has been replaced with mere quantitative ones; a number by our profile picture rather than an actual relationship with another human being. I have a number of people on my Facebook who I have never met before, yet they are called my friends. I’m sorry, y’all, but y’all ain’t my friends. They should be called acquaintances, since the only reason we would know each other is through some mutual friends. The relationship I have with these people, and the relationship I’ve had with my friend I’ve known since I was two years old, is vastly different, yet they’re called the same thing!

What do you all think the effects social media has had on different aspects of our lives like friendships?