Viral Marketing Campaign: HK PCCW raps to create viral buzz

PCCW in Hong Kong was rolled out a series of viral videos in order to offering consumers a more efficient and affordable long-distance telecommunications service as well as to build brand traits in the market. PCCW campaign strategically targets different audiences especially the families with children studying abroad who frequently use long-distance services. To communicate those audiences, the viral videos are executed because of the large online community and the ability to communicate with target groups all over the world.

Stage 1 of the viral video is titled gangsta mama featuring a group of mothers rapping to their children for not calling back.

Stage 2 didn’t mention the brand but a reply from the sons on why they did not call back.

The finale stage featured international rapper MC Jin who finally revealed the PCCW brand.

The videos ride on the popularity of rap songs and unusual style to create viral ability and also endorsed by famous USA rapper MC Jin to further enhance viral power. The videos are broadcast on Youtube, Facebook & in discussion forums and the finale MTV is broadcast at PCCW Shop.

What/Why companies use Viral Marketing?

"Viral Marketing" has become a very trendy method to promote different brand products/services of a company or organization. Many companies are now using this strategy to get their message out. Through videos is one of the most effective methods of implementing a viral marketing campaign. Many major companies are using videos to attract wide audience. These videos can be seen on various social media sites such as YouTube, Facebook, MySpace, Digg, etc. Due to the evolution and success of viral videos as a marketing technique, this approach has been used more and more.

The below are listed out some major brands that using viral marketing videos.

Nike - Nike is one of the better users of using viral marketing videos.

Ray Ban - The video shows how two men can catch Ray Ban sunglasses perfectly on their faces when thrown at them, from all angles, so Ray Ban viral video is one of the successful example

Blendtec - is a viral marketing campaign consisting of a series of infomercials demonstrating the Blendtec line of blenders, especially the Total Blender.

G.O.D (Goods of desire) - To promote their new fashion collection - Delay No More, G.O.D use the social media youtube to promote their products.

Based on these examples, we can see that there are many benefits to making viral marketing videos and these companies obviously have capitalized. By using the internet to market, it can be less expensive than placing ads on TV.

Why there is a need that viral marketing tools need to mix with other traditional media.

Here is one of the examples that integrating viral marketing tools with traditional media like TV and magazine promote their event, When Polymuso want to promote their event : 'POLYMUSO annual performance', they used many viral marketing tools like a group in facebook, xanga and a promotion video which post on youtube.

In fact, it is very success to target the teenagers, who love band sound. As we know teenagers like using those social media to share their information. However, if they want to attract some one who never join this event before, it is hard to achieve this objective. Most of the group members only invite their friends, who also interested in band music, it is hard to extend and promote this activity to more people in Hong Kong.

Therefore, it also has an advertisement on 'milk' magazine and people can watch the show on TVB Music channel. Through this kind of media, they can let more people to aware this event and indie band in HK. Finally, they sold out all the tickets before the show.

Polymuso xanga
http://polymuso.xanga.com/

Polymuso Facebook
http://www.facebook.com/polymuso

A viral marketing sample in hk

As we know, there are more and more people use viral marketing to promote their product and brands; here I would like to share one viral marketing sample in HK. G.O.D (Goods of desire) the famous furniture shop in HK, when they promote their new fashion collection: Delay No More, they did not use any tradition media to promote their products, but use the social media ‘Youtube’ to promote their product. As the raising of some new social media like YouTube and the advancing of build-in camera in the mobile phone, everyone can become a reporter, therefore more and more video posted on Youtube (bus uncle). As their market segment is teenagers, and they are very active in those social media, so G.O,D imitate the way that how those people shoot the video and set a attractive topic Finally it attracted many people to watch and talk about this video and it is more than 316,511 views for one video.

Viral marketing example - Micheal Jackson

Michael Jackson (August 29, 1958 – June 25, 2009) was an American recording artist, entertainer and businessman. He was referred to as the King of Pop. His popularity in all over the world was contributed by viral marketing that increases his exposure to people around the world.

Ray Ban Guy Catches Sunglasses with face-Viral Video

Ray Ban create this sunglass trick viral marketing video. Over 4 million views up to date. Although it is a fake, it looks really real. Many people are talking about how the skinny guys can catch the sunglass with face. Some people are trying to learn and practice to catch the sunglasses with face. The video is very successful.

Viral Marketing Campaign: Love story? Difficult to believe it is an advertising !

It is very difficult to believe that the footage is advertising. In fact, the TV commercial is Lotte's 2% bottled water aired on MTV in Korea.

The commercial created quite a big sensation when it is first aired as evidenced by the huge traffic to the dedicated chat room.

The ads packaging as a love story, this make a very meaningful description of the two for love .. there are two very different views- Love is an ideal, or reality? Statements in advertising between lovers in the process, they may encounter differences between values or misunderstanding, there is a narrative of the ad !

Beginning with a misunderstanding, it tells of the two opposing outlooks on love, i.e., the pursuit of an idealised or realistic love, and all the resulting conflicts.

Many were deeply touched by this very successful viral and interactive campaign which should have help raised the 2% branding tremendously.

Super Chemeleon - Amazing! Change Colours within 10s

This is a widespread internet video. A little chemeleon will change the skin colour into the sunglass colour when it crawls on the sunglass in 10s.

In the video, a little funny chemeleon is crawling on the table. Someone then put various colours of sunglasses and let the funny chemeleon crawling on them. The magical chemeleon will change its skin colour in 10s. When it crawls on different colours sunglasses at the same time, its skin colour will be gradually changed little by little effect.

The video has been uploaded in "You Tube" for nearly 3 months, over 1 million views are counted. When take a search further, it is found that "NeverHide" is the theme of video and it is a Viral Marketing. The Sunglasses under the claws of the chemeleon are the latest "Ray Ban" series in 2009.

I would like to share other "Never Hide" Series Viral Marketing videos with you.

Ronadinho - Touch of Gold (Nike)

This is the coolest viral video clip I have ever seen in terms of viral marketing! Ronaldinho takes delivery of a new pair of Nike boots and spends over 2 minutes demonstrating the most amazing football skills I have ever seen.

Wow! 23.5 million people have watched this ad on YouTube. Pure genius.