In September 2012, the iPhone 5 was released with great expectations and fanfare. Two weeks later though, it was Samsung’s Galaxy SIII who was generating buzz in smart phone conversations. A viral video poking fun at the droves of people who camp outside of Apple stores to get the latest iPhone had become one of the most successful viral marketing campaigns of the year. The campaign clocked in 71 million views, making Samsung the most viral brand of the year, Ad Age reports.
The ad didn’t focus on the brand new features of the SIII as much as it poked fun at the iPhone’s followers themselves. The sly humor helped the ad go viral, and that’s something game marketers should remember as viral marketing becomes ever more important in video game marketing. Recently, Bethesda Games has released a series of 5 second videos on video website Vine.co to generate buzz for its newest title coming out later this year, Wolfenstein: The New Order.
Some of the most popular viral marketing doesn’t come from marketers, but from the fanbase of a product itself. A series of ads for the new Playstation 4 have been spreading across the Internet targeting the newly revealed Xbox One, simply showing a PS4 controller and using phrases like “We will use a TV as well…for gaming” and “Full time Score: Playstation 4, Xbox 1.” These ads weren’t made by Sony, but by a series of users on gaming website neogaf.com. Similar to the ad from Samsung, these opt to attack the opposition in a funny way rather than show the benefits of owning a PS4.
Viral marketing campaigns like these can reach millions of people in short order, just through word of mouth spread. 71 million views certainly can’t be wrong.