This week's viral of the week in Media Week is BP Ultimate's latest campaign "Takes you further". Some might question why a viral video campaign for a big brand like BP is worthy of such an accolade and I'd argue it's based on the appreciation of the matching of well thought out planning with strong creative.BP's creative team (Ogilvy) recognised that they (apologies for the pun) needed to take their viral further than most, and rather than simply produce a one off viral hit, create some kind of online narrative around the campaign over a lengthier period.The strategy behind this was based around rolling out a range of unbranded teaser clips, to generate an initial buzz and general feeling of "what's going on" (or in YouTube land WTF!), followed by a main "reveal" viral clip - to help make sense of the campaign, and hit home the key messages of the campaign.The campaign so far seems to be bubbling away nicely. The initial teaser clips have had 50,000+ views, and the main viral clip is starting to pick up nicely too - with some nice comments too. Importantly if you look at the comments and conversations they seem to be largely positive, which is largely linked (I'd argue) to the seeding strategy - as existing communities had been warmed to the campaign by the teasers, with the reveal then helping make sense of what had gone before.
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I've been following Woolworth's re-launch over the last few months and really like how they've optimised the use of social media to maintain that loveable / close relationship Woolies always had with its customers.Whilst readying themselves for their big launch in the coming months, Woolies have been maintaining their customer love + building new love via the usual social media channels: blog, twitter and facebook. They've also added a nice aural aspect to their social media by using Last.fm and Spotify by creating "Now that's what I call Woolworths". That's a great innovation + nice and quirky + very Woolies.However, one thing that the Woolies social media team seem to have missed is pictures! There's a real lack of imagery on the Woolies blog - there's not even a photo of the mysterious Woolies blogger Matthew - and given that much of a shopping brand experience is visual (think of those overladen-toy-covered shelves that used to fill Woolworths) they seem to be missing a trick.With the recent surge in Twitter usage, social media seems to have been over-run by words, and the humble image has been left behind. If a picture paints a thousand words, then maybe we should all be vlogging + flickring rather than tweeting, Or maybe that's the problem, images say a little too much - 1000 words rather than 140 characters . . .
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There's an ongoing discussion around our office about the viral WTF phenomenon. There's no way of explaining what a WFT (or wuttuf) is - they just are, and have to be seen to be understood.So, King of the Wuttuf - Adam - has kindly put together a list of his Top 5 wuttufs. WTFFFFFFFFF?!?!?!WTF 1 - Pretty Ricky - Late Night Special WTF 2 - Techno Viking WTF 3 - Angel of death takes life WTF 4 - edarem - Pretty WomanWTF 5 - Chocolate Rain
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Chris Quigley
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