Viral marketing campaign causes a plague
If you have missed “The Hero” viral marketing campaign recently, then you must have be ignoring your peers’ social networking updates. With over 14 million interactions in just 8 weeks, the agency behind the viral campaign, DraftFCB, are claiming the most successful viral campaign in history.
You have to admit, this is beautifully done. Successful selling is about creating a feeling in your audience, and there’s no doubt this slick piece interactive content hits it’s emotion targets right through the heart. DraftFCB have managed to locate the key motivator behind paying towards a public service broadcasting body, and hit the “pride” button. I don’t want to give too much away, so make sure you check out the link and create your own video.
A few factors that have contributed to this campaign’s success:
- A high degree “blow your own trumpet” factor – this takes showing off to a new level
- Unique personalization technology – any ideas as to how this video wizardry (or Vizardry™) is achieved? Please leave a comment
and some subtle but notable little touches:
- A Flash pre-loader with a clever use of “live” video to set the scene
- The pre-loader countdown starts at 100 and counts down – this makes more sense to me than an increasing number when you have no idea at what point the video will start.