There’s been a lot of well deserved attention to the viral campaign of Old Spice’s commercial about the “Old Spice Man”.
crowdSpring wrote a very good post, reviewing the video and campaign.
Their post reads in part, The quick-response videos generated nearly 6 million views in less than 24 hours. That’s 6 million impressions for $0 in media buy. That converts to a CPM of $0. Did I mention that the cost of all of those eyeballs was $0?
This is not true, as someone commented on their blog post.
One reason this campaign took was due to the following, multi-million dollar factors:
- Professional team to create the original video (professional videographers, actors and etc)
- Millions spent on the Superbowl commercial to raise astronomical awareness for the video
- Massive team to do more videos, etc.
Small businesses – you and me – have none of this going for us.
Does that mean the hope of a viral campaign is NOT real? Of course not. But it does mean:
- Viral does not have to mean the entire world views your video. Viral could just mean that your CUSTOMERS love it.
- If you are creative, like Blendtec’s Will It Blend videos you can garner lots of views for a well crafted video worthy of viral attention.
Viral works, but the Old Spice commercial is not an example of a successful viral video that you can emulate.
How to do great viral video:
- Like comedy, don’t try too hard to be funny
- Get the word out across a variety of channels
- Get others, who can influence others to talk about your video
Am I jealous that Old Spice did not pick me as the model for this video. Sure, but that’s beside the point.