We sell the brand now

What seems apparent so far is that we are pretty damm important for a brand to succeed online today. One way brands has looked to the consumer to help is through viral marketing. With so many of us now being able to contact almost anyone through email, and social networking sites, viral marketing works on the idea of ourselves sharing interesting and entertaining content.

With so many people online and communicating everyday, brands see viral marketing as cost effective way of marketing their brand. The reason why its so cheap is that all that is needed for the next person to see the content is to click a URL, normally sent via social media networking channels like email or Facebook. Quick and easy.
The rate in which is can be spread today is rapid, and so the cost and effectiveness of a viral campaign seems appealing to many marketers.

We can't just create any old viral campaign, as Millward Brown points on in his P.O.V

If a viral campaign is to be effective, significant numbers of people must view and spread the content. People must be being willing to work on behalf of a brand. Therefore, marketers must understand what motivates someone to send an ad or link to another person. People pass along ads for the same reasons that they pass along jokes, stories, and recipes. It is a means of staying in touch, of making a connection, of sending the message "I'm thinking of you, and I hope you'll enjoy this."

Their success relies on a few factors. The first is humour, if they find it funny enough they will pass it on, you want others to have a laugh as well. One example i found was Carmex Kiss, its been round for a while now.



The email was sent by Carmex, but addressed from my friend. 'A kiss from Sarah' was in the subject box and the email read:

Hi Adam have you been kissed today? Certainly not like that: (the link was pasted here) Best wishes Sarah PS: Don't forget to turn up the volume!

It was such a funny thing to receive, and had me in stitches, at the end of the movie, they give you a chance to send someone a kiss from you!

It works purely on humor and the recommendation from your friend, and the timing as it was sent near valentines day! Carmex don't push their brand in front of you, they never have. Carmex have grown purely by word of mouth, and practically used no advertising. The microsite is so enjoyable and humorous for the consumer, they pass it on.

I think this captures the essence of web 2.0 perfectly, firstly for the consumer:

• It involves user generated content getting us to do something
• It allows us to pass on our enjoyable experience (in this case someone we love!)
  
• It's fun
• Easy to use and send, not time consuming
• We have the chance to see what the brand is all about if we want. Buy products etc. The brand is not pushed upon us.
  
• Its personal, it connects emotionally, makes us feel important and welcomed

And for the brand:

• It has a relation to the products functions (who wants a kiss from someone with dry lips! especially on valentines day!)
• Creates positive brand associations through user participation, subtly. Not pushing brand, but instead an enjoyable experience
  
• It's cheap and reaches a vast amount of consumers
• Has more credibility as it comes from a friend or someone we know. Not the brand.
• An example of pull marketing, getting the user to come to the brand, not pushing the brand to them. If they want to find out about the brand they can. if not the next person might.
  
• Allows the consumer to co-create the success of the brand, with the brand. Making them feel apart of the brands service.

I think it's important that, whilst Carmex don't actively conduct marketing, the reason viral campaigns like this work is because of the strenght of the product. The brand won't succeed if the product isn't up to scratch.

Again its the 'architecture of participation' from O'Reilly, its somehow a way of getting the the user to do something, and do something with it.

check it out, give someone you love a 'Carmex Kiss'