Recently I’ve been pondering about viral marketing. I love it the way you can capture peoples imagination and then spread it like wildfire (which seems to be something that at the moment in this country is quite recent considering the heat wave we have had.) and it occurred to me that sometimes its not always about the advert/video itself but the music becomes a big part.
For example take the first major viral advert that came out when people only knew viral as having a bad cold
Cadburys took to the scene with the gorilla playing the drums, obviously the guy playing the drums was in a gorilla suit, but the attention to detail was amazing and it quickly became the instantly coolest thing to watch on YouTube share and giggle about. But my interest in this is how although yes its a gorilla he is playing the drums HAHA! we forget that the main aspect that brings it altogether is the music of Phil Collins “Air tonight” which brings me to the question: Would this advert have been as successful if a slightly vintage popular song hadn’t been chosen to accompany it? Would the monkey have been just as successful if he was only playing the drums acoustically? and to a song nobody would have heard of? maybe the brand name would have still made it a success.
later on Cadburys decided to do another viral style advert using a queen song and cars which I distinctly remember although they choose a queen track that was very popular. The marketing sank without a trace despite Cadburys reputation I am finding it very difficult to find online. later they did another viral advertisement with children moving eyebrows to the sound of a ringtone and song in a photography booth that can only be described as hilarious, was just as popular as the gorilla although I think this will forever be the most memorable Cadbury’s advert.
After Cadburys took on world domination of the viral infestation. “3” a U.K mobile network released a viral advert which is still current and being use. I find this one interesting as like Cadburys gorilla advert they centre around an animal. In this case a horse and like the Cadbury’s advert the music was a vintage popular song “Fleetwood mac Everywhere” which also proved to be an instant hit.
What I find interesting in these companies is the way the viral marketing correlates with each other. It almost gives big brand a sense of mixing a cocktail of cute animals (we all love animals) doing unexplained things and add it to a feel good track and you have and instant internet sensation and just to thicken this plot it appears other brands are taking notice. 02 have brought out an advert called “be more dog” which features a cat behaving like a dog. the only thing that they lack is the music and I’m wondering the impact that it will have on phone networks such as 3 and 02 it makes me wonder what really is going on behind some of the world biggest company’s door and marketing agencies.