3 Responses to "People are social animals"
  1. Well, it might precede the days of viral marketing but this little jingle should ring a few bells…

    Yes, after all these years Frank Muir — and memorable advertising for sure — still rocks!

  2. Jules, some viruses take time to work through the popular consciousness, no? They may not need vectors like email or what-have-you.

    Take a look at the number of remixes of the original video here: http://tinyurl.com/2j9uor — interestin’, huh?

    Four points:

    1. Deliberate attempts at creating viral content more often fall flat because they lack the authenticity [and naivety] of really what appeals to consumers on a base level. Just because its a gorilla or a chimp or some other furry relative doesn’t always translate to our connecting with the subject, wanting to pass it on.

    2. If the marketer wants the content to take on a life of its own — the essence of viral marketing — sometimes an incubator — like YouTube — is all it takes. Well, and time of course.

    3. The original was — as you said — missing accelerators that could have moved the content across platforms. But the inherent value was realized because ultimately the audience must decide what and how it consumes its social media and it looks like some of them did, albeit organically it seems.

    Of course, you can’t discount the possibility the adoption of the video [format] was not thoughtful and calculated.

    4. What a fantastic example of “open source” marketing.

    Well, that’s my two cents worth. Or should I say ‘nickel?’ — http://tinyurl.com/2rtymu

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