Planning a viral hit is like picking the numbers for a winning lottery ticket. And anyone who tells you otherwise is either a liar or trying to sell you a creative ad campaign. Many companies turn to desperate measures by latching on to successful product launches by spoofing them. For example, there have been a rash of spoofs of the famous Shamwow and Snuggie Blanket next commercials that have appeared for a myriad of companies on Youtube. Here”™s one that Colgate recently released. It”™s really not that funny and seems to be gratuitous. You”™d think that a big company like Colgate would have had the funds to hire a funny writer. Firstly, spoofing should be left to people who know funny, like Jimmy Kimmel or the folks at Jack Films just to name two. And even though you may get in front of a lot of people, if your content isn”™t great, your un-greatness will stick to your audience like gum to a shoe. They call it reputation marketing, and like it or not, your reputation is on the line every time you release content with your brand”™s name on it. Are marketers trying too hard? I think so. Successful viral videos aren”™t trying to give you a hard sell. The best ones come from ordinary people doing extraordinary things. Check out this wedding video which recently got over 12 million hits in less than a week. According to an article from The New York Times , this video “set to the Chris Brown song “Forever,” had sent sales of the year-old song skyrocketing to #4 on the iTunes chart and #3 on Amazon”™s MP3 store.” Did Chris Brown”™s people plan this? Highly unlikely.Â Did the bride and groom have their sites set on becoming a Youtube phenomenon? I doubt it. But I bet that won”™t stop salivating marketing people from trying to convince you that their whacky videos will help you reach your marketing objectives.
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