How These 10 Marketing Campaigns Became Viral Hits
Getting your brand noticed via social media grows more difficult with each passing day. Users upload 100 hours of video to YouTube every 60 seconds and share more than 4.75 billion pieces of content on Facebook every 24 hours. Add to that 500 million new tweets per day, and the chances of breaking through to a wider audience can seem virtually nonexistent.
But smart, savvy companies of all sizes are still exploding into the mainstream consciousness by creating campaigns that compel consumers to share content with their social graphs. Some campaigns are hilarious; others are heartbreaking. But all contain triggers that get people talking, says Jonah Berger, marketing professor at the Wharton School at the University of Pennsylvania and author of the bestseller Contagious: Why Things Catch On.
"Emotion is one factor that drives sharing. We see lots of funny stuff go viral on YouTube, but we also see angry political rants get shared," Berger says. "Any emotion that fires us up--humor, awe and excitement, but also anger and anxiety--drives us to share."
Social media is also the great equalizer: Any company can cut through the clutter, regardless of brand awareness or marketing budget. All it takes is a clever idea and skillful execution. These 10 campaigns are proof.
Chipotle
Awareness as entertainment
Fast-casual chain Chipotle Mexican Grill added some spice to its long-running "Food With Integrity" sustainable farming campaign by teaming with Academy Award-winning design firm Moonbot Studios for The Scarecrow, an animated short film and accompanying mobile game created to increase consumer awareness of animal confinement, synthetic growth hormones, toxic pesticides and other fixtures of industrial food production.
The Scarecrow unfolds in a dystopian world in which fictional goliath Crow Foods Incorporated dominates
