Superdream creative director Steve recently wrote about the power of viral marketing. Here Steve gives us his top 5 viral marketing campaign examples.
In 2012, to launch the TNT TV network in Belgium, a big red button was placed in the middle of a quiet Belgian square with a sign reading “Push to Add Drama.” When the button is pushed, drama ensues and it is a sight to see.
Entitled, ‘A Dramatic Surprise On A Quiet Square’ this Belgian viral went absolutely ballistic, racking up over 23 million views in under a week, and according to Unruly Media’s Viral Video Chart is the second most-shared ad of all time, second only to Volkswagen’s 2011 Super Bowl ad, ’The Force’. (You remember… the kid… in the Darth Vader outfit???)
The ad was also shared over 3 million times during that week. Check it out…
Right. You want stunts? We got stunts! Also in 2012, after flying to an altitude of 39,045 meters (128,100 feet) in a helium-filled balloon, under the banner of Red Bull Stratos. Felix Baumgartner completed a record breaking jump from the edge of space. Exactly 65 years after his American compatriot, Chuck Yeager, first broke the sound barrier flying in an experimental rocket-powered airplane.
Felix reached a maximum of speed of 1,357.6 km/h or 843.6 mph (Mach 1.25) through the near vacuum of the stratosphere before being slowed by the atmosphere later during his 4:20 minute long freefall. The 43-year-old Austrian skydiving expert also broke two other world records (highest freefall, highest manned balloon flight)
But what’s that got to do with fizzy pop that keeps you awake? Not a lot.
Red Bull used to state that the drink ‘gave you wings’ – but since the courts ruled that they couldn’t make that claim any more, Red Bull have sought to own extreme and speed-based sport. With a big presence in F1, world football and the Red Bull air race, this audacious stunt captured the mainstream imagination.
Though Red Bull stressed it was "a scientific project first and foremost," Mr. Baumgartner's feat captured consumers' attention the world over. TV stations, news reports and journalists all referred to the event as "Red Bull Stratos" rather than shortening it to simply "Stratos," as is so often done with branded events.
The event was carried on nearly 80 TV stations in 50 countries. The live webcast was distributed through 280 digital partners and racked up 52 million views, making it the most-watched live stream in history.
Red Bull Media House, the brand's global media company, even earned a Sports Emmy for "Outstanding New Approaches in Sports Event Coverage”.
Here's the highlights...
Movie promos now and this viral contains scenes that some viewers might find distressing! Carrie is a horror film. Carrie White, the lead protagonist, is a lonely high-school girl who possesses telekinetic powers (the ability to move objects without physically touching them). She uses these powers to extract revenge on her town after being humiliated frequently by her peers.
To promote a movie reboot of the 1976 classic in 2013, the Carrie marketing team came up with this scary prank inside a coffee shop in West Village, New York City.
The prank video skyrocketed online with 3 million YouTube views, 250k Facebook shares and 11k tweets in just one day!
The crew rigged the entire shop with fake walls, remote controlled chairs, spring loaded books and pictures. They attached wires to the stuntman who was going to play the ‘victim’ and made actors sit near the prank area. The hidden cameras start rolling when the customers walk in. The stuntman ‘accidentally’ spills coffee on the the female actor’s laptop and an argument follows.
Things get heated up, the girl raises her hand in the air and… well… take a look
Probably one of the most deserving of a place in this top 5 has to be the Ice Bucket Challenge raising awareness and raising funds for the treatment of Motor neurone disease – initiated by US charity, the ALS Association. Every celebrity worth talking about got involved as did the public all around the world
Motor neurone disease is devastating and kills more than half of people within two years of diagnosis. The money raised globally from the Ice Bucket Challenge has, among other things, contributed towards the discovery of a brand new gene called NEK1 – a massive step towards truly understanding what is an extremely complicated condition. a discovery that was unlikely without the funds raised by the ice bucket challenge
Most importantly though, it significantly raised not only awareness of ALS but also donations to ALS charities.
According to the BBC over 2.4 million challenge videos were uploaded to Facebook with $98.2m made in donations to the ALS Association (US) and £2.7m to the MND Association (UK).
Here’s a one of those celebrity uploads… one for the ladies!
It would be remiss of us not to blow our own trumpet a little, so here’s a project we did at Superdream. Key Assets recruits foster carers. But awareness of fostering in Australia is low, with more than half saying they know ‘little or nothing’ about foster care. Mass education required.
Hidden cameras in Australia’s biggest pedestrian mall recorded reactions to a lone child in the middle of the weekend melee.
We turned up the noise with PR and advertising, driving leads to a Can I Foster? microsite built to help people understand more about fostering – and make an enquiry.
Over a four-week period, the impact was startling.
Here it is…