Why has ‘Kolaveri’ become so popular? It’s the simplicity of the message and the magic of the internet that have made it so popular. Gone are the days when one had to wait for the mainstream media to pick up your story and make it popular by writing about it in their newspapers and magazines or showing it on TV. Today, thanks to the internet, you can go directly to the consumer and be heard. If your message is interesting, it will spread like, well, a viral ! This is exactly what happened to the ‘Kolaveri’ video when it was posted online a few weeks ago. Shot inside the recording studio, the rough version of the song made it to the internet through the backdoor, making it an instant hit and forcing Sony Music to release the song much earlier than planned. Its foot tapping beats made it irresistible to anyone who heard it, and today, it has got more than 22 million hits on YouTube. In fact, so much is the craze for this song that anything associated with it is becoming a hit too. Sonu Nigam’s son has sung a ‘milk version’ of the soup song and that, too, is set to become a rage on the internet. A good and interesting idea spreads like wildfire. You must know what the audience wants and give it to them, as John St., a Toronto based ad firm did. To market its services, it circulated a viral based on a satirical idea of how ‘catvertising’, that is videos with cats in them, would be the most watched videos on the internet by 2015! Tongue in cheek, the advertising agency explains how it has now opened the world’s first ‘cat video’ division to stay on top of competition, for everyone likes to see videos of cats, and cats are good for business. Considering the fact that everything in the world today is just a ‘mouse-click’ away, the ‘cat videos’ are bound to be a hit. Not surprising, then, that the ‘catvertising’ viral has got more than a million hits already. What is it that makes these videos become such a craze? From the ‘Kolaveri’ viral in India to the ‘catvertising’ one in Canada, what is it that makes them so popular? They have the ability to connect with the viewers instantly. They have a simple message told quickly and in an interesting manner. Most importantly they are fun!
The web can make you famous instantly, and it can make your brand the most talked about. After all, the most powerful tool of marketing is word-of-mouth. Nowadays, of course, it’s the word-of-mouse with the web gaining importance. It is a tool that is being used by marketers across the globe. You could be selling any product; if you have a great viral also in place, it will help your brand in becoming more popular and talked about.
The most popular viral advertising campaign of 2011 has been that of Volkswagen Passat featuring an adorable kid in a Darth Vader mask, trying to use his ‘Force’ to move and control things right from his dog to his toy and even his sandwich. Much to his disappointment, nothing seems to work till his Dad comes home in the Passat. He tries his ‘powers’ on the car and voilà, it starts! The kid is elated and totally overjoyed with the fact that the ‘force’ finally worked, not realising that his father had secretly turned the car on with his remote. What an endearing way of highlighting the new feature of the car that it could be started with a remote. It is so lovable and so watchable, which is why it has been viewed more than 62 million times on YouTube.
To get people interested in its new range of shoes, Nike made Kobe Bryant jump over a whole lot of crazy things like an Aston Martin, a pool of snakes, et al. The videos and the feats shown were nearly impossible to believe and generated a lot of comments online. Whatever the comments, Nike had managed to draw the people’s attention, which is the basic purpose of all marketing campaigns. Read More....
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