Clients Try To Manipulate 'Unpredictable' Viral Buzz
By
BRIAN MORRISSEY
When "Dove Evolution" was uploaded to YouTube last
October by Ogilvy Mather in Toronto, it took off like wildfire,
drawing over 2.5 million views for Dove and several imitations. It was
an instant viral hit that mixed creative firepower and Internet
serendipity.
Then there's the seven-minute film by Leaving Las
Vegas director Mike Figgis of Kate Moss in her underwear for Agent
Provocateur, a lingerie maker that had what would appear to be the
recipe for a viral sensation. But it was viewed fewer than 75,000 times
in the three months after it was uploaded last September.
The fates of the two efforts show the predicament
facing marketers who vie for consumer attention with campaigns they
hope will go viral...
read more: http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id=1003559592
Technorati Tags: viral, video, buzz
BRIAN MORRISSEY
When "Dove Evolution" was uploaded to YouTube last
October by Ogilvy Mather in Toronto, it took off like wildfire,
drawing over 2.5 million views for Dove and several imitations. It was
an instant viral hit that mixed creative firepower and Internet
serendipity.
Then there's the seven-minute film by Leaving Las
Vegas director Mike Figgis of Kate Moss in her underwear for Agent
Provocateur, a lingerie maker that had what would appear to be the
recipe for a viral sensation. But it was viewed fewer than 75,000 times
in the three months after it was uploaded last September.
The fates of the two efforts show the predicament
facing marketers who vie for consumer attention with campaigns they
hope will go viral...
read more: http://www.adweek.com/aw/magazine/article_display.jsp?vnu_content_id=1003559592
Technorati Tags: viral, video, buzz
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