This is a prime example of viral marketing, it started with an email from KISSOnline on Sunday saying there would be a huge announcement Monday. Being a life-long KISS fan, I was hooked and was checking 1st thing Monday. I knew that KISS just did a 35th Anniversary of ALIVE(album) in Argentina and was hoping for a US Tour. Wish granted with a caveat, fans must vote for tour cities.
Version 2 of the second most viewed video in YouTube history
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Infectious example of Viral Marketing, how many of you have seen the original Evolution of Dance video? There have been over 117 million views on YouTube alone. Evolution 2 has over 4.5 million views since January.
Viral Marketing can be seen in the example of “The Evolution of Dance” video that has been viewed over 117 million times on YouTube alone. The video surfaced a few years ago and within weeks it was being seen on computer screens all over the world. This video was being emailed, YouTubed and seen on TV and generated a great deal of buzz. The Evolution of Dance is currently the second most viewed video on You Tube of all time. It was just recently passed by a video by April Lavigne called girlfriend. I see this an excellent example of viral marketing. Judson Laipply is the gentleman’s name who is responsible for the very creative routine. Mr Laipply is a comedian and motivational speaker who performs this routine at the end of his speeches to colleges, high schools and corporate groups. Mr Laipply has recently released “The Evolution of Dance 2,” it appeared on YouTube in January 2009 and has over 4.5 million views
Producing a season of “Seinfeld” episodes cost more than $100 million, and about 20 million US households, on average, watched the show.
Traditional network TV is far from dead, but viral video — short clips that garner attention via e-mail links that circulate like wildfire — is an important and impressive new force that is shaking up the world of content and advertising.
Compare “Evolution of Dance” to “Seinfeld.” Judson Laipply’s six-minute survey of contemporary dance styles was made for the cost of a videotape, recorded at a live performance in Tulsa. No writer, no director, no crew. Laipply “just set up the video camera in the back and let her go,” he says via e-mail.
Though the production values are nonexistent, the video is a nifty mix of pure creativity and energetic dancing. People found out about it from their friends, mostly via e-mail. “Evolution of Dance,” which you can watch online at YouTube.com, has been seen by 30 million people. (And it contains no ads)as of July 2006 (Kirsner,S July 2006)
Retrieved April 6,2009 Kirsner, Scott
http://www.boston.com/business/personaltech/articles/2006/07/30/low_budget
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IMC example personified. An opening shot of the Swoosh logoed ball, Tiger’s shirt, hat and eventually you will see the multi-million dollar shot of his Nike Swooshed golf ball slowing to an almost complete stop(long enough to snap a picture)exposing the Swoosh then falling in hole as everyone including the announcer goes crazy. This is a simple example of IMC, the message is consistent throughout, you cannot help but remember the Swoosh and what it represents. The shot of the ball slowing and falling into the hole was used in both print and television ads, but the exposure gained during the Masters was priceless.
IMC is Integrated Marketing Communications, does that tell you much? Do you wonder what exactly that means? Here is very simple explanation from Reader’s Digest
Elephants Coming to Town!
“If the circus is coming to town and you paint a sign saying ‘Circus Coming to the Fairground Saturday,’ that’s advertising. If you put the sign on the back of an elephant and walk him into town, that’s promotion. If the elephant walks through the mayor’s flowerbed, that’s publicity. If you can get the mayor to laugh about it, that’s public relations. And if you planned the elephant’s walk, that’s marketing.”
— Reader’s Digest
And if you took a camera-phone video of the elephant walk, which ended up being downloaded thousands of times on the Internet, you’ve created buzz!
IMC is the combination of all of those disciplines mentioned all working in unison. If you were to take a brand new product to market, would you want an all-encompassing and well-orchestrated marketing campaign that IMC offers or would you just advertise? With the evolution of existing medias, such as television going from black and white to color to HDTV and also cable channel offerings and TIVO; radio has evolved to the point that is now Hi-Def. radio and satellite radio. Newspapers are fighting for survival at least in the printed form. Websites come and go, social networking is exploding and the power it offers must be harnessed for marketers. It is imparative that today’s marketers know about all of the media to effectively get your message out. One only has to look back at last years Presidential Primaries and the General Election to see the success of the Obama campaign to see just how important the internet world can be. We must engage consumers on their turf, make brands interactive, and gasp—perhaps even include user-generated content into the marketing mix.
MLB Predictions for 2009.
National League American League
East Champs N Y Mets East Boston Red Sox
Central Chicago Cubs Central Cleveland Indians
West LA Dodgers West LA Angels
Wildcard Philadelphia Phillies Wildcard Minnesota Twins
National League Champs Chicago Cubs American League Champs Cleveland Indians
Century long drought is over! Next year is here.
I am a 43 year single father of two sons(15 & 13)who think they know more than their father, of course. By the time that you realize that your father was right about almost everything, you have a son who thinks you know nothing! We live in a small town of 5,000 in Ravenswood, West Virginia(just won the AA WV State High School Basketball title yesterday). I am currently enrolled in the IMC(Integrated Marketing Communications)Masters program at WVU. I obtained my undergraduate degree from WVU as well in 1989 with a B.S. Journalism/Advertising. I have owned and operated my own corporation d.b.a The Pro Image(retail sports items). I have been a registered representative and agent for New York Life and a retail sales specialist for Radio Shack. My most important job to date has been that of father/dad to Jordan and Michael, both straight-A students with sharp minds, wits and charm. I am a die-hard Chicago Cubs fan along with being a Boss in the Steel City Mafia(The Premier Steelers fan club). I also love the Mountaineers. I will gladly listen to KISS or ESPN Radio all day long. I believe that some of life’s finest things are a medium rare 1 1/2 inch thick New York Strip, Eli’s Cheesecake and plenty of Ice-cold Bud Light or Bud Light Lime. I really enjoy golf, grilling and good conversations about sports, of course,with friends.
In addition to my two sons, I have a seven year old solid black Pekingese who pretty much runs the house. His name is Cubby and he is a crazy gremlin looking creature.
My esteemed colleague Erik spoke of RSS(really simple syndication)being a very useful tool for marketers. Facebook offers and very rapid updating option and Tweeting on Twitter is obviously an example of RSS. With each of these options, the user may share a little or a lot with friends in their network about what they are currently up to. Just yesterday my status reflected golf. Friday’s NCAA Tournament game with WV vs Dayton drew quite a few negative comments. We had a group of 20 or so that got together for grilling, beer, poker and the game on Friday afternoon. We took a few pictures of the large quantities of food that was grilled on two grills and uploaded to our Facebook site. After just a few minutes, replies to the photos were available to all of us. Several people commented on how inspiring it was to see the grills going, that they were going to do the same. Marketers could learn to effectively harness this awesome power.
I also see YouTube as an effective tool for marketers, for example: I always loved the original Miller Lite commercials from the early 80s’ The ads featured many former professional athletes from Dick Butkus to Billy Martin and John Madden. The ads were bold, funny and entertaining. The athletes argued whether they liked Lite because it was less filling or tastes great. I am a Bud Light guy and have been so since its inception in April 1982, but I loved these Miller Lite ads. I personally have sought out many of these ads on YouTube and have found several of them. I think this could be an effective means of getting your message through. I have begun to see many commercial that are part of a story that has to be finished through a YouTube or even Facebook. There has been a Yellow Pages ad featuring a girl with absolutely gorgeous green-blue eyes being broke up with by a guy over a video phone who claims that it is not her, it is him. As he is saying that he just wants to be alone, another girl walks through the screen for the girlfriend to see. The ad then mentions to see what she does next, to log on to the website. There have been a few updated ads featuring the girlfriend to see what she is doing next. One ad featured her looking for a place to sell some of the ex-boyfriend’s things.
Material things mean nothing. On your death bed, what do you have? Do you have your sports car, your 401K(101 K, nowdays) Do you have your favorite toys? The material things are not there with you, hopefully you have your memories, what have you done, where have you been and with whom did you share those times and places? Unless you are a victim of Alzheimer’s, you have your memories on your deathbed.
Perhaps I am just seeing the end a little quicker than most or just a bit jaded, but I think that experiences are the key.
What have you done to create a memory today, either for yourself or another? What are you waiting for?
No matter where I go: There I am!
IMC Inside Mark's Cranium 