Comments on: Viral Spiral http://twopointouch.com/2006/business/viral-spiral/ web 2.0, blogs and social media Mon, 30 May 2011 20:58:01 +0000 hourly 1 http://wordpress.org/?v=3.1.3 By: Ian Delaneyhttp://twopointouch.com/2006/business/viral-spiral/#comment-850 Ian Delaney Thu, 12 Oct 2006 22:45:56 +0000 http://twopointouch.com/2006/10/05/viral-spiral/#comment-850 "Something interesting, funny and/or meaningful" is about right if - and only if - they actually work to promote the brand. Some of the 'best' advertisements have failed to help brands because the ad is more memorable than the thing it was created to promote. This really dates me, but the Leonard Rossiter/ Joan Collins adverts for Cinzano Bianco always come to mind on this subject - everyone loved the ads, no-one could remember what they were for. http://www.youtube.com/watch?v=8AaqQIJG6ik “Something interesting, funny and/or meaningful” is about right if — and only if — they actually work to promote the brand. Some of the ‘best’ advertisements have failed to help brands because the ad is more memorable than the thing it was created to promote.

This really dates me, but the Leonard Rossiter/ Joan Collins adverts for Cinzano Bianco always come to mind on this subject — everyone loved the ads, no-one could remember what they were for.

http://www.youtube.com/watch?v=8AaqQIJG6ik

]]> By: Bob Boydstonhttp://twopointouch.com/2006/business/viral-spiral/#comment-838 Bob Boydston Thu, 12 Oct 2006 01:56:39 +0000 http://twopointouch.com/2006/10/05/viral-spiral/#comment-838 I think it was Steve Jurvetson who first used the term in describing Hotmail's ascendency. If, indeed, Hotmail used viral campaigning, then this would be a good example. I think "the way" in which it is used can foretell it's success. If it is blatant that it is advertising or marketing, it won't work. But, if is something interesting, funny and/or meaningful, then I would say this form of marketing/campaigning can be as successful as any. I think it was Steve Jurvetson who first used the term in describing Hotmail’s ascendency. If, indeed, Hotmail used viral campaigning, then this would be a good example.

I think “the way” in which it is used can foretell it’s success. If it is blatant that it is advertising or marketing, it won’t work. But, if is something interesting, funny and/or meaningful, then I would say this form of marketing/campaigning can be as successful as any.

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