Viral marketing techniques and viral marketing ideas are all over as every marketing tries to compete for high levels of awareness at low cost. While not necessarily sustainable, the short term promotional burst does can help drive short term sales and longer term sales if part of an integrated marketing strategy.
The Ship's Biscuit blog has an excellent summary of approaches and ideas which is where I grabbed all of what you see below. Follow the link about to read complete descriptions and where you can see examples. I put the list here, because I use this blog as my personal filing cabinet for great posts and benchmarks. Viral marketing techniques and viral marketing ideas shared include:
1. The Brand Master/Slave Bond
Example: John West Tuna
You do whatever it takes to bring your customers the best ingredients, products etc.
2. Brandophilia
Examples:Snickers Kiss, Skittles Rabit
The consumer does obscene and/or comical and/or desperate things in order to get their hands on your wonderful product. This works for products that are tasty or emotionally stimulating and is often used on a fairly naive and suggestible target market such as children or men.
3. Doomsday Branding
Example: Ikea Tidy Up
Scare the consumer into buying your product. Dandruff prevents you from attracting someone of the opposite sex. Germs on surfaces will kill your children.
4. Brand Halo Effect
Example: Honda Cog, Sony Bravia, Play Doh
The Honda Accord Cog ad is a great example. Come up with a totally mentalist campaign that represents something to do with your brand. In the case of Honda its quality and precision.
5. Super Hot Product Demo
Examples:Kylies Agent Provacateur romp, Apple Levis, Wii Fi
Just show the product. Think Apple Air. You see it you want it. Great ideas do not need to be hidden.
6. Hot Unobtainable Product Demo
Examples:MS Surface, Nokia Evolve
Show an unreleased product doing something that is cool and that everyone wants.
7. Infovert OR Stunning Visual Presentation of a Truth which Everyone Sort of Already Knew But Needed Someone in Advertising to Tell Them with Nice Pictures
Example:Dove Evolution
Showcase a universal truth that no one talks about.
Audacity and irreverence is key here.
8. WTF? How Do They Do That?
Examples: Human Tetris, 3 year old solves Rubix Cube, Nike Freestyle
Common approach. Allows you to claim your product can do something that it simply cannot.
9. Empowerment Branding
Example: Nike, Take it to the next level
Ordinary people empowered to do something extraordinary.
10. Nice Big Juicy Hits
Example:Blow Job on the Beach (blowing up a beach ball)
Sex teases and gets attention. Good for men.
11. Out-of-Character Celebrity
Example:Sad Kermit, Drench Spring Water Brains
File a celebrity doing something that you wouldn't expect them to do that involves yoru product.
12. Animal Personification
Examples:Drumming gorilla, Rolling Rock Beer Age
People love animals. Have animals act like people.
13. Weird Science
Example:Diet Coke and Mentos, Will It Blend
Odd product demos are unusual, unexpected and sometimes cool.
14. Where’s the dignity?
Example:Someone freaking out
Pick on someone or use shocking behavior. Entertain and attach your brand to it.
15. It’s business time
Examples: Flight of the Conchords - Business Time
Funny songs.
16. Super-delusional weirdo
Example:Ask a Ninja
Clever product placement in a weird and funny setting.
17. Shock Tactics
Example:Carlsberg and Mentos
Misdirect the consumer into thinking one outcome and who another.
18. Violate a Stereotype
Example:Citroen Alive with Technology
Take a stereotype and go against the common belief.
19. Irritating Catchphrases
Example:Budweiser Wassup
Tough to pull off, but works if it becomes part of the lexicon.
20. Objects Doing Things They Really Weren’t Made For
Example:Guiness Tipping Point
Drive a Volvo across Mars to demonstrate air conditioning. It might make an unusual product placement work.
21. Connect Video Games to Real Life
Example Coke
When a game and advertising idea come together.
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