Seeding Viral Campaigns

Posted on June 22nd, 2010 by Jaden

Seeding Your Viral Marketing Campaign

The random spread of a viral campaign is sometimes very unpredictable. Some things just take off such as odd trends that are adopted by a few people and then passed on until everyone wants to be a part of it. Seeding a campaign could be approached in a similar fashion, which involves some research prior to launch.

Have a look at websites, TV Stations, Radio Stations, and other media networks that you would want your campaign displayed on. It really depends on the outreach you are trying to achieve. Most viral campaigns take place on the web because the web is so flexible and can display so many different types of media.

A lot of seeding is done by payment for placement. Several popular websites with content that is inline with your campaign may be very willing to display your next viral campaign, for a price. If the client has a budget for this type of seeding then this will be a great approach and opportunity for extended buzz.

Another method (the harder method) of seeding your viral campaign is establishing your own personal database of people you know who are willing to write about, display, or talk about your campaign. Think of whom you know that is an influential icon on the web. That could be the most valuable contact you have.
Establishing those contacts while your campaign is brand new will have a huge affect on its exposure. There are some bloggers out there who receive thousands of readers a day. Ie: Miss 604.

Matt Smith of The Viral Factory gets more in depth on this topic here:

Some examples of great viral campaigns

Will It Blend by Blendtec
http://www.blendtec.com/willitblend/

Who would have thought you could do such obscene things with a blender. No one would actually do anything like what they have displayed, but it sure got everyone’s attention. Blendtec provides the viewer some more standard uses for their product on their website http://www.blendtec.com

Pacific National Exhibition Adventure at the Fair Contest

This online contest offered entrants a trip to anywhere in Asia. Social media platforms such as facebook and twitter were used to increase online exposure of the contest for the 3-week period the contest ran. There were other viral elements such as a send a postcard to a friend feature. This feature sent funny advertisements to its recipient and invited them back to enter the contest. The contest was a great success with over 10,000 entries.

Viral campaigns range in several different styles from clever and humorous to emotional.

Some other great examples can be found below:

Heineken Italy Activation Milan AC Real Madrid

BP Spills Coffee

Tagged with: seeding campaigns • viral campaigns • viral marketing

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