Viral advertising can leverage a personalised approach where an individual is engaged as part of the content.
http://www.sun7news.com/spread.php#embed
"The world of communication is currently undergoing the greatest upheaval any industry has faced since the industrial revolution of the early 19th century. I believe future generations will study this period and call it the “Communication Revolution,” where long standing traditional models of communication were literally turned upside down. The ability of consumers to screen out brands they no longer consider relevant will mean that successful brands of the future will be those brands that engage their consumer in every aspect of not only communication, but also the design and adaptation of their products and services. “Viral” by its very nature can only be successful if you leverage the passion of consumers and brand advocates alike, providing them with an engaging platform that “enables” them to share that passion with their respective communities." ....Duncan Wardle, Vice President of Global PR for Disney Parks
Spourced from : http://www.culture-buzz.com/blog/Disney-s-Virtual-Storyteller-Duncan-Wardle-Explains-1942.html
Q1. How can you 'leverage the passion of consumers"?
Q2. What risks are there in putting consumers into the promotion campaign as active participants?
Q3. Is there a change in consumer behaviour?
3 comments:
These viral advertising where people are able to interact with the actual advertisement I think very successful as people are allowed to be part of the actual content. It also allows people to have fun with it putting in inappropriate and funny names which helps it spread (mostly through younger people) and the brand equity of the advertisement will also be spread (plus its cheap).
I actually didn't mean brand equity I meant brand recognition, now where is the edit button :(
Elliott, good points. The fun factor is very important. A factor in consumer behaviour is loyalty to a brand. Consumer engagement is critical to building loyalty.
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