In class not too long ago, we mentioned that there are not too many benefits to social media unless you can successfully launch a viral campaign (which social media is key for distribution). Easier said than done. Having worked in social media for two different companies, I know how difficult it is to get people talking (on social media). Of the few very successful campaigns, how many have failed? Hundreds? Thousands? More importantly, what is the ROI on a viral campaign? In a blog post by Augie Ray he states, "Many marketers can draw a straight line between investments in social media marketing and financial results, but many more cannot" - showing that there are more failures than successes (full article).
In this new viral ad released by Samsung, the simplest concept of a little girl dancing around with adults joining in has become huge! Only posted on September 7, 2010, it already has over 2.5 million views! What I like about the video is how simple it is. As Patrick Holtkamp, CEO of Wax Agency, explains in an article by New Media Age, “The key is to entertain your audience and give them something for their time. That doesn't need to be branded or littered with logos and product shots.” It gets you hooked, keeps you entertained for the whole minute and 44 seconds (fairly long for a viral video), and only at the end does Samsung promote its new product. I close my browser window feeling happier, with a slight reminder of Samsung (I remembered who posted it after only one viewing), and a little urge to start dancing.
References:
Howell, Nic. 2010. "Social spread." New Media Age 29-30. Business Source Complete, EBSCOhost (accessed September 16, 2010).
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