The holy grail of consumer engagement and social network marketing campaigns; how do you ‘make’ something go viral? It all comes down to two things; The Idea, and the Functionality. The idea is essential – a concept that will entertain and delight and start the sharing process. However, functionality is equality important – the mechanic around the campaign will determine how easy it is to share and more importantly how easy it is to push that traffic into a conversion funnel (a sale or membership sign-up).
The trick for viral marketing is to reach the viral tipping point at the lowest possible cost. Why to mention this? Well if you effectively ‘pay’ for an incredible number of views or shares, then you should be weighing the campaign up against social media marketing or traditional marketing for the same exposure.
For example, here is AndMine’s 2012 promotional video launched at FES headlined by Sir Richard Branson. We leveraged off the event and speakers without any major spend (just video production and an email-out). The campaign managed over 15,000 views. You can see the original video on YouTube.