Here is NOT definitive list of really DUMB things you can do to kill your VIRAL campaign before it even goes viral but feel free to add to the list through the comments.
1. Get caught flogging.
A flog is a fake blog.
You know, the sort where your company (or your agency) buys the domain name, trots it out there into cyberspace where they pretend not to be you but someone else entirely while, at the same time, ramming your brand (err, I mean doing nice strategic product placement whilst espousing lots of positive brand messages) down everybody’s throat.
WHY IT’S STUPID.
Because any halfwit with an Internet connection can check ownership details at Whois.
2. Encouraging participation.
Okay, so in the spirit of the Internet, you’d like people to join the party and be part of the viral fun.
Join in. Contribute. Have their say.
That’s totally fine if you don’t mind them saying that your product is crap and that they’d NEVER recommend anyone in their right mind ever buy it.
Even stupider is requiring they buy loads of your product in order to participate.
WHY IT’S STUPID.
For all the above.
Hey, there are plenty of places people can go to tell the world exactly what they think of your product.
You don’t need to encourage it more.
3. Playing it safe.
Maybe I should have moved this higher up in the order of things, but the first rule of viral is don’t play it safe.
Stuff that goes viral does so because it’s totally different to anything else.
Maybe it goes viral because people look at it and are amazed at how cool it is.
Or it’s funny because it’s so dumb.
Or it’s out there where the buses don’t run so there’s shock value.
Or there’s one hell of a prize, like some enticing pot of gold at the end of a rainbow, just waiting for a lucky person that’s willing to share it around.
One thing for sure is though NOTHING goes viral that’s boring and safe.
Or that prize better be SERIOUSLY good.
WHY IT’S STUPID.
If I send something to you that’s really boring, you’re gonna say “sheesh, Macca, you’re BORING” and then you’re gonna follow that up with never opening my emails again.
So you know what?
I’m not sending you someone’s boring stuff because I have a personal reputation to uphold.
4. Threatening to harm, kill or permanently maim your customers.
Yep, you’ll get their attention.
But if they’re dead, they’re hardly able to buy your product.
And if you want to know more about how this can spectacularly backfire, read 6 most insanely misguided viral marketing attempts of all time and cringe.
WHY IT’S STUPID.
If you kill them, they can’t buy from you. What’s more you might go to prison.
5. Promoting Your Virality.
If you want to publish a press release that talks about the campaign you’re about to launch that is gonna go viral, prepare for it to fall flat on its face.
Stupider still is including the words “viral marketing campaign – please forward to everyone you know” in the subject line of your email.
WHY IT’S STUPID.
Because viral works because people want to share stuff around because its good enough to share and won’t destroy their personal reputations (refer point 3).
No-one likes being told what to do – and that includes the people you want to share your stuff around.
6. You can only do the same thing once.
Remember the Blendtec ad where the guy in his lab coat blends his iPod? That was the first one I saw.
At the time I thought WTF, he’s blending an iPod! Friggin’ insane! (Hey, gimme a break, iPods were BIG back then.) The video went nuts on YouTube.
Apparently it cost the guy $50 to make the video and it propelled his Will it Blend? brand (Blendtec) into the minds of blender buyers everywhere.
So what did he do? Well he rolled out loads of others… same idea, different device, the latest is an iPhone.
Will I watch it? Nope. Yawn. See it all before.
WHY IT’S STUPID.
It goes viral because it’s different to anything else around. If it’s the same, it won’t go viral. It’s back to being safe and boring. C’mon Tom, think of something new to do with your blenders.
Before I go…
Found this piece on viral marketing here that covers off elements of a successful viral campaign and showcases some duds. Pretty old but still pretty good, and all in one place.
