Blog The Viral Renaissance of Campaign Marketing

The Viral Renaissance of Campaign Marketing

Recently the Divio team viewed a presentation from marketing specialist Patrick Kappeler, from the company imotions. He spoke about ARG (Alternate Reality Games). The main topic of the meeting covered the idea of a new Internet User generation being resistant to traditional advertising techniques. Alternative methods such as viral videos and pseudo realities are developing as new methods to reach these audiences.

This got me mind thinking about some ads I’ve seen that go into this direction. Here’s a list of some of the ones that come to mind:

Miller High Life

Windell Middlebrooks is a highly talented actor/comedian. He was perfectly cast as the Miller common sense guy. This is a good example of a pseudo reality campaign that is presented in a traditional manner.

Common Sense:

Fifa Street 3

This video featured some of the most acrobatic soccer stunts ever seen on the rooftops of brazil.  It was presented on youTube as “Roof Soccer”, and spread very quickly.  I even saw the clip featured on CNN sports!

NFL Fantasy Files

This is a high production quality video editing campaign which makes the impossible look amazingly real!

Kobe

You know I had to include this one. It’s one of the original videos of it’s kind. Looks real and seems like it’s possible. But highly improbable considering NBA contract and insurance.

Here at Divio we pitched idea’s for viral videos to some of our clients. Here’s an example of a videos we made (must speak swiss-german to understand):

I expect to see more ads in the future of this kind. It’s a way to reach a younger audience in a social network environment with a viral effect.

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