Cadbury Elves

In recent years, many companies have been inspired by the success of campaigns like "Elf Yourself" and Piaħata Carnival. Most of us have learned that a piece of media content requires a lot to go "viral" (think Giant Piaħatas or dancing Elves, quarterly briefings NOT another laptop or lotteries). We also know that we must use the mass distribution channels such as blogs, social networks and news online spread the word.

But here are five questions that you really have to answer "yes" if you want to make your viral marketing campaign successful.

1.Are you goal oriented?

Of course, you want to say "yes" and move on. But it must be said. If your campaign is about to get on national news or promoted on 100 blogs, or driving over 10,000 visitors and 8 new sales and then put your energy into the tasks that matter. Companies that spend weeks debating vs. Arial Times New Roman regular copy edit a dozen times before publishing are not good candidates. Think of it this way: You have a limited time and limited budget to spend on your campaign. Would you rather spend those resources to attract the attention of consumers and the media or whether you are browsing the site should be placed on the right or left side of your page?

Fast Track 2.Can you legal, marketing and branding issues?

You need management support to pass the internal barriers. Would most lawyers have a heart attack during a giant crane to break a piaħata giant with hundreds of bystanders? Yep. Would a good guy branding say "should not be a pinata shaped vessel or something to do with our brand? There is no connection to the waterfall and our brand." And you know what? The lawyer and brand are right - they do their work and offering their expertise. But they also kill you campaign. Get an executive board, which can override these objections and make a difference.

3.Is it okay if everyone hears about this campaign?

By definition, you want lots of people to be exposed to a viral campaign. But in 2008 we received a half-dozen panic calls like this: "We just found our competitor in Australia discovered our country! They are our game in their office. How can we stop them? "Or" our investors in the United Kingdom called, they have seen the video? How did they see? Did you send it, no? So who did? "Major viral campaigns will be seen by your competitors, your customers, your prospects, your mother, everyone. Is it really good?

4.Can you stand criticism of your product or campaign?

If you're one of the 3.3 million people who watched the video on YouTube Cadbury Guerrilla? Maybe you have one of the 100 + parodies of the video. The video has been transmitted, games, modified, mashed potatoes and distributed throughout the world. It is often considered an example of good viral campaign. But every time I watch this video when someone comments to a presentation on how it is stupid. Regardless of the size of your campaign or product, someone, somewhere, say bad things about him. Do you have the stomach to take this criticism? Do you believe in your product and program enough to withstand criticism?

5.Can you edgy?

When we speak of a campaign idea, ask yourself: "Would I send this to someone?" "Could I speak to dinner tonight?" If the answer is no, it is probably not a good idea campaign. Boring is not viral. piaħatas Little get few results.

If you find your "no" Recovering the long list, it's normal. Many companies have a great year to sell a lot of products and be a success without viral marketing. If viral marketing is not your culture, it is better to invest your resources elsewhere. But if you answered yes to all a.