PART 2: CARPE-DIEM and CAPITALIZE!
Viral marketing is spontaneous, fast paced and subject to the whimsical fancies of your audience. In viral marketing, QUICK THINKING and IMMEDIATE ACTION are essential. Viral Marketing offers a brief window of opportunity during which your audience is focused on YOU and is hungry for more of what you have to offer. It is imperative that the marketer capitalizes on this window of opportunity, because it closes rapidly. TIME WAITS FOR NO MARKETER!
Just A Band was caught off guard with the Makmende sensation. They were unprepared for the sensational sweep of social media hype created by and for their concept. Before they could regroup and act, facebook and wikipedia pages had been set up, an ‘official’ website had been created, t-shirts with Makmende quips were steaming off the presses. By the time they marshaled their resources to respond to the sensation, the Makmende train had run out of steam. Makmende on the capital breakfast did not catch on. People had moved on.
What Just A Band lost was the opportunity to not only tap into a craze they had created, but to control it in their favor. As it was, Makmende became the spotlight of the viral hype. Few bothered to buy the 82 album that actually contained the Ha-He song that started the entire buzz. Makmende took center stage with pomp and flair, exited right and left Just A Band as, well, just a band.
In the case of Old Spice, Weiden+Kennedy were superbly quick on the uptake. They milked the Old Spice viral humdrum for all it was worth. Media relations was mobilized and the audience was given the “Making Of The Old Spice Ad” to chew on. They then took it to another level. They implemented the basic marketing principle of “Talk about you if you talk about me” Basically they mobilized celebrities via social networks and tailor-made spin offs of the advert addressed to these celebrities. The celebrities then hyped the spin-off Old Spice videos to their own audiences. Brilliant. Procter&Gamble (The owners of the Old Spice brand) gave them free reign to create and create they did. The Weiden+Kennedy team shot 87 videos in eleven hours. Isaiah Mustapha in these 20 second spots delivered witty messages to celebrities such as Alyssa Milano, Ellen DeGeneres, even to his daughter and the Old Spice audience at large.
When it comes to capitalizing of a viral sensation, it is important to note that quantity often takes priority over quality. This does not mean completely ignoring the creative value of the content you push, it simply requires the marketer to churn out as much as they can as best as the can while their brand is still going viral. Remember, the audience is in a heightened state of reception, they simply want more.
CONCLUSION:
In true “Therapy, mukimo and sex” style (let me break it down for you so that it can forever and consistently be BROKE!), I find that one should relate viral marketing to a passionate romp/rodgering. Tease them until they want more. Then go hard and fast. Flip ‘em over. Leave them breathless. And when you come, bring the THUNDER along. Trust me, they won’t forget you.