“DO NOT EAT” – Gronk

I am sure you all have stumbled across viral videos or viral trends via the internet and then potentially gone on and discussed what you saw with your friends or family. Viral marketing is a marketing strategy that plays on these viral events and companies use these to help market their products. In some instances, companies create their own viral content such as Old Spice. Old Spice’s advertising videos for deodorant were such a big hit that they went viral because of how funny they were.

There is a certain degree of luck when it comes to viral marketing as it is unlike traditional forms of marketing. In order for something to go viral, most of the audience has to be talking about the specific content and this normally happens if a video is really good or in some cases, really bad. There is no middle of the pack when it comes to viral content as it is just not a talking point.

One advertisement that sticks out in my mind is one by the company Tide. Unless you did not have internet at the start of 2018, you must be aware of the ‘Tide Pod challenge’ that took the internet by storm. For those that are unaware, this ‘challenge’ was simply people eating laundry detergent pods. Pretty silly, I know. Tide enlisted the help of NFL superstar Tight End Rob Gronkowski, better known as Gronk, to help spread the message that eating Tide Pods was not okay. In an interview with SBNation, Gronk said that Tide contacted him to do a PSA about not eating Tide Pods. Gronkowksi stated that kids “can relate to me, a lot of kids watch the show, watch football, so it worked out well.” (SBNation, 2018). Tide not only used Gronk as a way to tell kids to stop eating the Tide Pods but also would have potentially increased sales as he doubled as an ambassador for Tide.

Viral Marketing can be seen as being contagious. In the marketing world, when something is contagious it must follow some of these ‘STEPPS’. Not all six of these principles are required in order for a campaign to go viral as some of them would be suited for different types of products.

Social Currency: The message from the ad should give people ‘social currency’/’bragging rights’.

Triggers: If a product has certain triggers that make people remember the product, then they might begin to talk about it.

Emotions: The message should make the audience feel a certain level of physiological arousal or activation. Messages can have both a positive or a negative emotional reaction.

Public, Social Proof: Many people are conformed to societal standards and all act in a similar manner so when people see someone purchase a new product, they might feel more inclined to purchase the same thing or any new product in general. 

Practical Value: If a message contains useful information, people are likely to pass on the message as it can benefit others.

Stories: Stories seem to be more effective as it gives a personal touch and makes the message feel more relatable to the audience as well as being easily remembered.

Do you think it is smart for companies to use these viral trends as a way to market their products or should they stick to creating their own unique advertisements?

References:

SBNation – https://www.sbnation.com/2018/7/24/17603436/rob-gronk-gronkowski-tide-pods-challenge