Two Great Viral Videos

One of the things we discussed in class today was non-advertising communication online by businesses. Of the examples we discussed, branded viral videos was the one that caught my interest the most.

Branded viral videos work because they are cost-effective, spark conversation, and are essentially self-promoting. Some of the best videos aren't even necessarily made by the business, but by customers! Companies know this, yet there seems to be a shortage of successful videos. Why? Successful videos should not only be entertaining, they should also get the message across. Here are two very different examples of viral videos that I believe accomplish these goals, and why:

Guys Backflip Into Jeans (Levi's)

Entertainment Value
This video works because it's funny and immediately makes you react: "That is so cool!" "Aw man, I want we should try that!" It is also relatable because nowadays, teenagers and younger adults often take videos of themselves doing silly or random things.

Getting the Message Across
Of course, the video promotes a positive message: Levi's jeans are sturdy and comfortable. The video also tells us that Levi's brand is fun, young, and daring. It has a sense of humor and does not take itself too seriously.

Dove Evolution (Dove)

Entertainment Value
This classic Dove video is entertaining for entirely different reasons than the first. It gives you a sneak peak of what really goes on behind-the-scenes in beauty photo shoots and makes you reflect on what society views as beautiful. It is thought-provoking and controversial, two factors that usually attract viewers but tend be underused in favour of humour.

Getting the Message Across
As opposed to Levi's more subtle approach, the message in this video is clear. Dove believes that beauty comes in different forms, and society should not be fooled by the "perfect" women mass media ingrains into our heads. It shows us that the Dove brand is socially-conscious, down-to-earth, and accepting to everyone.

There are tons more good videos out there, but I chose these because I wanted to show two contrasting approaches to viral marketing. If you are interested in seeing more, then here are some great posts you might want to read!
2009 Top Brand Influence Viral Videos
Corporate and Brand Videos That Went Viral
Tips for Seeding Branded Web Videos

Mae