If you’re shopping around for custom content, chances are you’re considering video. And we can’t blame you. A sleek, smart viral marketing campaign is on every marketer’s wish list. And great-looking, brand-relevant viral videos and marketing aren’t just for the big boys anymore. We’re knee-deep in a “viral success for the people” movement which challenges digital engagement experts, big and small, to throw down with highly watchable video campaigns. But it isn’t just marketing types responding to online commercials and branded videos. It’s the every day Joes (aka consumers) who are watching — and loving — viral campaigns.
If you need any proof that we are in fact living in a new era of viral, I have two words for you: director’s cut. The phrase once was reserved for film auteurs who wanted to present the full-length version of their movie. Today, director’s cuts of popular online commercials are popping up all over the place. And even crazier, people are watching them. Samsung’s “The Way We’re Wired” ad is just one of many that has a director’s cut floating around online. While 722 and growing views is a far cry from viral, the fact that people wanted to see even more of director Nicolas Caicoya’s smart but omnipresent ad is impressive.
Beyond director’s cuts, brands big and small are using viral to flex their creative muscles. Take this funny, fake car commercial from the band The Black Keys as an example. Titled “El Camino ad” and featuring Patrick Carney from the cable hit Breaking Bad, this parody features a car salesman having a horrible time trying to film a low-budget commercial. While it looks realistic, the ad is really promoting El Camino, the latest record by the Black Keys. Inching its way closer to 130k views on YouTube, the spot is a perfect picture of the new era of viral marketing.
So, readers, you tell us: Do you like branded viral content as much as you do traditional entertainment like television and movies? Or are you a hold out who is still anti-Internet advertising? Holler at us in the comments section!