I was reading this article the other day in Ad Age and was struck by this paragraph:
And, increasingly, success is seeded in the campaign's earliest days. We've discovered viral video ad campaigns tend to hit the ground running -- they average 35% of their total viewership during their first week. This initial growth phase is likely to set the campaign's overall trajectory, so many brands now front-load their marketing and promotion efforts.
Why? Because if you've ever spent much time with movie advertising, you know that opening weekend pretty much makes or breaks a movie. If it opens big, good things usually happen. If it bombs, well, let's just say the fine folks in Peoria may never get a chance to see it.
Funny how whether we're talking offline or online, human nature is the same. We live in a busy, busy world where attention is in short supply. Wanna be the hot new film or viral video, you better grab that attention fast lest the next big premier steal your thunder.
The article goes on to give a few key thoughts on how you might "market" your viral video. Good stuff so you should pop over and give it a read. But I have to say, I find it rather funny that you have to "market" a viral video that is designed to be a marketing tool. Sort of like an ad campaign for the ad campaign. Oh wait, that is what Pre-Superbowl PR is for ;-)
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