Viral shouldn’t be a checkbox
Ian Schafer has a great article in ClickZ today that speaks the plain and simple of truth of viral advertising. Ian talks about making sure the content is “good” to ensure users are not desensitized by viral overload.
What is “good” content?
I think it is compelling content - whether it be entertaining or educational.
EyeWonder offers a number of methods (IM, email, SMS) to encourage the viralibility of content. Of course if there isn’t good content (or any content in some cases, if you can believe it) to be sent along, the odds of this lifting the brand in some capacity are slim to none.
Here is one of my favorite rich media campaigns that incorporates a viral element that performed very well and I absolutely rock at it, well kinda. I call it UGDBD (user generated digital break dancing):
http://cdn.eyewonder.com/100125/adWdrDemos/270019/270019_93075_10513_Demo.html
As you can see this banner does not only a great job of showcasing the iPod/audio jack in the new Nissan Sentra, but extends the rest of the campaign incorporating the dude (Mark Harowitz) from the ad in a fun and entertaining way. Not only do you get to show off your breakdancing skills sans cardboard mat, you can send your moves to your friends. Rewarding the user with something fun (and educational) and taking it a step further to allow them to pass it along.
This had some pretty impressive interaction rates and average time spent on panel, all the while maintaining a nicely branded environment for Nissan.
Good content - check
Viral compenent - check
Campaign success - check