How can we make our campaign, product, idea more infectious? Why does one video go viral while the other gets less than 500 views? It is a never ending question, one that every marketer, agency and brand has asked themselves more than once. As there is no clear answer, we like to think that it’s luck. But according to Jonah Berger, a professor of marketing at Wharton Business School and author of the book Contagious: Why Things Catch On, it’s not luck. It’s science.
At his SXSW session, Berger might not have entirely solved the mystery but he has definitely shared some really good insights based on the 10-year research he conducted on why a product, a video, or an idea becomes more infectious.
INFLUENCERS ARE NOT THE ANSWER
It is common thinking that to generate word-of-mouth you need a handful individuals which are exceptionally ‘connected’. Even though influencers might help you with creating awareness around your product or campaign, they are usually not very effective in making things go viral. Contagious content spreads regardless of who is doing the talking, therefore think of not focusing too much on the messenger but rather on the message.
Ever wondered why Rebecca Black went (and still is) so annoyingly viral? Because every Friday, people still search YouTube for her video. Friday, in this case, is what Berger calls a mental trigger, stimuli that reminds people of products and ideas, prompt people to think about related things. Designing products and campaigns that are frequently triggered by the environment is key.
Have you ever saw something you really liked but decided not to share it after all? Do you remember why you didn’t do it? Most probably because you thought it would reflect badly on you or make you seem dull, dumb, boring? Word-of-mouth has become a tool for us, to make a good impression, just like the car we drive and the clothes we choose to wear. Sharing has become a social currency so next time you are developing a campaign, think about how you can give people a way to make themselves look entertaining, clever and hip while promoting your products along the way.
If still in doubt, get a mean Panda to help you create word-of-mouth for your brand. It sure is contagious.
I’m a girl. Put some pink trees and animated animals on the wall and you caught my attention. I am also a geek. Add technology and fast working Wi-Fi to it and you’ve created an experience I will not easily forget. Yes, I am talking about Microsoft here. The combination of technology, art, great music has made their event a night to remember.
In today’s challenging and competitive market where consumers are over flooded with information and overwhelmed by brands trying to interact with them and grab their attention, it has never been more difficult but also more important to stand out. Whether it’s an event or campaign, online or offline, brands need to find unique and exciting ways to connect with their audiences.
The HP Mobile Park is yet another original approach that made our client stand out at the SXSW Festival. What they did is create a temporary community, right next to the convention center, open to all SXSW attendees where tech, music and film bloggers as well as artists hang out. A perfect place to relax in the sun, network, have a drink and listen to a great music. What else can you want, right?
Samsung has made the bloggers’ life easier and so much more entertaining. The Samsung Bloggers lounge is THE place to be if you’re a blogger and need to recharge your batteries, have a coffee with fellow bloggers, meet the ‘geek’ celebrities or have a book signed. There is also some great live music here and some nice food too
If you’re a smaller company or a start-up, don’t worry. Differentiating yourself doesn’t always mean spending thousands and thousands of dollars on big the latest technologies and xxx. Antenas Direct found a way to stand out by advertising their Facebook page during the most prominent digital event worldwide full of AR, QR, 3D … on a cardboard beer case. Trust me, they set themselves apart.
Japan faces one of its most devastating natural disasters in 100 years. Here at #SXSW, we are putting our hearts, minds and wallets together to raise support for Japan. If you would like to help too, here a few ways to do that:
1. DONATE – Make a donation here or text your donation to 90999 (if you’re in US).
2. SHARE– On the web; On Twitter; Mention it in your SXSW talks with #sxswcares and #sxsw4japan
3. CREATE A FUNDRAISING PAGE – Start a page so your friends/family can donate to disaster relief. Read tips for it here.