My Top Five Choices of Characteristics that make Marketing Campaigns go Viral

Relatable Story Line and Characters

The example that stands out to me that I personally relate to is, State Farm’s “It’s Jake, from State Farm,” commercial. The writers for this commercial have a clear understanding at how many viewers would relate to the on-screen couple with an innocent misunderstanding involving the husband calling State Farm, and the wife assuming it was another woman. Though many of us wouldn’t jump to that exact conclusion- we can still relate– and laugh at the idea- of being apart of such conversations. Each time I see it, I think back to a (now) funny misconception involving friends, family, co-workers or partners and it cracks me up!

The commercial creates the unique opportunity for viewers who relate to the content to turn around and repeat it to others online, in person and more. Jake’s all over the world are often welcomed with the question “What are you wearing, Jake from State Farm?” Halloween costumes featuring red shirts and khakis welcome laughs and conversation starters. Let’s not forget the fact that you literally can’t quote this commercial without saying or typing the brand “State Farm.” Being so relatable and fun to quote makes this concept successful even without the addition of other effective factors we will talk about! This was, and still is a genius way for State Farm to become a household name.

Catch Them Off- Guard to Get Attention

Oh, Kmart. I had to say goodbye to this store a couple months ago and seeing this commercial brought back memories of going to look at Christmas Decorations with my grandma there every year! This commercial premiered in 2013 as an attempt to have people start buying into having their orders shipped to them. Their approach was completely unexpected, included “bathroom humor,” and made the viewer do a double take when they heard the phrase “Ship My Pants!” on the commercial! This was a nice change of pace for K-Mart and not what not they normally release- it made us laugh and was to share with others! Such a great example of a viral campaign… and also one that parents probably dreaded their kids repeating over and over.

Product Personification

Brands that can take a product or service they offer and create a successful sales campaign without even showing the actual item is an amazing feat! It also is a great way to help me remember a brand, and it makes it fun to share and engage over. The two examples that come to my mind are Allstate’s “Mayhem” and Apple’s ” I’m a PC and I’m a Mac” long running campaigns. These two campaigns were so successful because of how unique their ideas were from the beginning:

Allstate sells insurance. Insurance is often a reminder of the unfortunate, unpredictable and often scary happenstances that can occur at anytime and we need to be prepared for worst case scenarios. Who wants to think about the what ifs, and worry more than we already do? So, Allstate figured out a way to help consumers understand why they need insurance, and by putting the character “Mayhem” in their adds they make it more light- hearted. Mayhem is shown experiencing different accidents that happen, and explains how Allstate can help “Protect you from mayhem, like me” and he is so perfect for the role! My favorite is the emotionally compromised teenage girl…

… and Unique

And then there is Apple…. Apple managed to increase their sales dramatically after the initial launch of this campaign, and all without ever showing an actual computer. This idea was unique even from Mayhem due to the fact the ad was for an actual product, and they still personified it. I must admit, being an artist I have always leaned towards Apple products (mainly because it is what we always used in school) and when these came out I found myself wanting a new Mac! The stereotypes created by the writers were fun, light-hearted and I remember even people who were on the side of PC found the humor in the PC guy. This was a brilliant series and I can see why it was so successful!

Finally, a Catchy Jingle…

There is a commercial that played for years on Cleveland radio that many of us still sing; “Scoop scoop, yum yum. Ruggles Ice Cream Premium. Scoop scoop, yum yum… Ruggles gotta get me some…. more.” Garfield sang it (at least it sounded like Garfield the Cat) and it was the rare commercial that we would turn UP when it came on. That was literally my entire childhood and I STILL crave ice cream when I hear it!

A more recent example of this was another necessary topic that can often be gloomy, yet one company found a way to make learning about rail safety so entertaining it was a hit on iTunes: Dumb Ways to Die. A Melbourne Metro company needed to promote public safety for the train systems and what better way than a song about all the other ways you could die?? Smartinsights gives a great overview of this viral campaign and also includes the music video. This turned into a world wide phenomenon and stemmed games, stuffed animals based on characters, an iTunes hot and ads all over public transportation! The song will stick with you for a long time, but you will also remember to never poke a grizzly bear!

These examples are my proof that viral marketing is possible. It’s not a matter of if marketing writers can make a viral campaign, it’s a matter of how big they will become. Thanks for reading!