Viral Marketing

The Fun Theory: How to Change Behavior
How do you change people’s behavior? Corporate America usually relies on some form of compensation system which basically uses a reward/punishment method that tries to coerce people into doing what the company wants. You have to fill out forms, get approvals, and meet goals otherwise there’s no pay raise or bonus. In other cases you try to get website visitors to navigate a certain path by placing links in strategically important places or enticing them with an offer.

Volkswagen launched what became quickly a viral campaign with emails being forwarded, youtube videos with over 1 million hits and comments from all corners of the web. They call it The Fun Theory and the goal is simple: using fun to change people’s behavior for the better. The videos on their website (embedded above) is one of the great examples of viral marketing.

 

Definition
The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses or so Wikipedia says….

Essentially viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message.

Information
Viral marketing depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles.

The rules of viral marketing

 

The Volkswagen clip obeys all these rules.