How ThinkModo did viral marketing for the movie Carrie this 2013. Learn from them on how you can apply on the principles they use on making your brand viral.
|Scooped by Joachim Scholz, PhD|
By James Donnelly:
The Marketing Trend considered for the 2nd review was the viral marketing campaign promoting the Carrie movie. A shop was altered for a telekinetic prank, with intent for video to ‘go viral’ to promote the weekend movie release. Viral marketing uses a preexisting distribution network (such as a social network) to achieve marketing goals through a self-replicating process that is akin to a physical virus (flu or IT). The intent of a viral campaign is to acquire disproportionate publicity far in excess of traditional marketing.
The primary intent of any campaign is to support the success of the product it is promoting. In order to be successful, the viral campaign should:
1) Be like an actual virus, in that it can be easily replicated and spread.
a) The idea needs to be new, engaging and easy to search for or pass along.
b) The idea should be newsworthy to get supporting distribution from traditional media, often free.
c) Exceptional content to attract and retain the initial audience.
d) Appeal to influencers - those individuals that promote and sustain the product.
e) Make the virus contagious and easy to spread. In this case, a link to the video is easily disseminated by the influencers.
2) Make it trigger strong emotions: Tie-ins to emotion increase the likelihood of individuals spreading it.
3) Make it interesting and drive engagement.
Measured virally, this video was successful with 37M Youtube views in the 1st week, currently 54M views and 12,000 search results. From a movie success view, the movie only grossed $35M domestically and an opening weekend of just $16M. The extraordinary success of the viral campaign does not necessarily turn into a commercial success – conversely, this illustrates that a successful viral campaign can lack the tie-in to a product.