In the wake of the Philips Bear viral video debacle, here are some excellent examples of guerilla/viral marketing done right.
The Tippex Experience
A campaign that I thought was brilliant and used a bear as its centerfold was the viral video on YouTube. Perhaps it was the inspiration for the Philips Bear. Anyhow, the brand was Tippex and the video was about a camper who comes face to face with a bear. See it for yourself below.
Breast Cancer Awareness
Something that I thought was pretty effective as a viral campaign was The Breast Cancer Facebook campaign where a user(female) was encouraged to to describe where she would like to leave her bag/purse lying around in the format, “I like it on ___”
This made the guys go wild and made the girls wonder what on earth was going on. This became a great viral campaign and plus it got everyone’s attention.
Nothing fancy and nothing illegal there. And it didn’t cost anyone anything. Their apt use of social media was proven to be very effective.
Tourism Queensland: The Best Job in the World
A wildly successful global campaign that started with a traditional press release but lived most of its marketing life online. It had all the hallmarks of a great digital marketing campaign with an integrated message across Twitter, Facebook and its own blog- http://www.islandreefjob.com/.
Adidas Predator
This is how a viral video should be done. Based on the whole premise of “is it real? or is it not?”, prompting many users to send to their friends for a second opinion.
Speaking of football viral videos, we mustn’t forget the old Nike/Ronaldinho classic:
OK Go
Another classic. This band owes it’s fame to YouTube. They’ve been releasing these ‘one-take’ videos online ever since. Videos like these go viral because the amount of effort required simply is jaw dropping. They might look cheap but a lot of time is spent getting it perfect.
