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Viral Marketing to Become the Norm?

An anonymous reader writes "One of the oldest advertising companies in the U.S., JWT, has just bought up all the Huffington Post's front-page ad space for a whole week. They are taking the unique approach of trying to create ad content interesting enough to make people want to watch, instead of the traditional ad agency approach of bludgeoning the user base over the head through interstitials and other forced ad techniques. Will the ad companies be able to put forth enough continued effort to make good ads that become viral, or is this just a short phase to gain publicity?"

213 comments

  1. What a concept! by JoeLinux · · Score: 5, Insightful

    Instead of MAKING the customer do something, you make it attractive enough for them to WANT to do something.

    MPAA, RIAA: you taking notes?

    1. Re:What a concept! by JackStrife17 · · Score: 1

      The problem with this can be that many of the most "viral" commericals often have little to do with the actual product being sold. Sure, everyone knows that the creepy king character that we all [love|hate] is for Burger King, but what about all those commericals with half-naked women figting over beer? I for one couldn't tell you which beer giant made those up. (Although, sadly, I could describe the both of the women easily.)

    2. Re:What a concept! by shadwstalkr · · Score: 2, Funny
      Instead of MAKING the customer do something, you make it attractive enough for them to WANT to do something.

      It'll never work! Madness, I say!
    3. Re:What a concept! by 0racle · · Score: 1

      Few things can be made attractive to make you want to buy them. It works for things you can make a fad out of (iPod) but not so much for things you actually need (hygiene products). Most products that you use are so boring and mundane that the only way to get you to try them is to bombard you with the brand name until you give in. They try to make really clever commercials about them, but they are either so cheezy to put you off or are interesting and funny because they actually have nothing to do with the product, leaving you laughing but wondering what they were advertising in the first place.

      --
      "I use a Mac because I'm just better than you are."
    4. Re:What a concept! by Ruff_ilb · · Score: 4, Insightful

      The other obvious problem is that eventually, viral marketing will simply reach a point of saturation; and the more viral marketing campaigns there are, the less effective each one becomes. It's quite likely that viral marketing is effective not because of its approach (although its approach certainly is significant) but because of its novelty.

      In fact, viral marketing might lose even more effectiveness as it proliferates. Viral marketing works great when only one or two products/companies are using it, because everyone talks about those two products - but when each person remembers or is interested in only one of many different viral marketing campaigns, they all lose effectiveness. Traditional marketing is probably a much safer bet.

      --
      http://www.TheGamerNation.com/Forums
    5. Re:What a concept! by ceoyoyo · · Score: 2, Insightful

      I don't think it needs to be viral at all. It just needs to be good (or better than the rest, which is a pretty low bar right now). Viral makes your campaign cheaper because your viewers do all the work, but simply good would make an ad much more effective. If you convince me your product is better or even catch my interest or make me laugh instead of merely irritating me, you'll be further ahead. If your product isn't better... well, maybe there are better areas than advertising for you to spend your money on.

    6. Re:What a concept! by MyLongNickName · · Score: 5, Insightful

      Guess what? I do not want my advertizing to be entertaining. I want it to be informative. I am tired of products being advertized as a way to meet some emotional need of mine: No, I do not need a BMW to make my peers envious. I do not need to think of McDonalds as a hip place for youngsters. Seeing Lebron on TV does not make me want to buy his shoes... I'm an uncoordinated white guy... your shoes won't help.

      The point of advertizing has morphed from a way to educate to a way to associate it with a feeling or a mood. I think this defines the difference between a capitalist society and a consumerist society. We crossed that a long time ago.

      But I won't go along with it. Maybe that is why I am (generally) happy with life.

      --
      See my journal for slashdot ID's by year. Mine created in 2005. http://slashdot.org/journal/289875/slashdot-ids-by-year
    7. Re:What a concept! by Karma+Farmer · · Score: 4, Insightful
      but not so much for things you actually need (hygiene products).
      The very fact that you mistakenly believe you "need" most hygiene products underemines any credibility you might have when talking about advertising.
    8. Re:What a concept! by Anonymous Coward · · Score: 0

      Smelly nerds unite! -- Hygiene products are a sham!

    9. Re:What a concept! by 0racle · · Score: 3, Funny

      I assume you never use shampoo, deodorant, toothpaste, or soap then?

      --
      "I use a Mac because I'm just better than you are."
    10. Re:What a concept! by Karma+Farmer · · Score: 3, Funny
      I assume you never use shampoo, deodorant, toothpaste, or soap then?
      I'm sorry, I'm sometimes so caught up in the the comforts of 21st century first world living that I forget how difficulty it is for some people to obtain the bare necessities of life.

      I think we all remember the great alum shortages of the mid 90's, and the deaths of millions as they ran out of precious, life sustaining deodorant.
    11. Re:What a concept! by zCyl · · Score: 1

      Guess what? I do not want my advertizing to be entertaining. I want it to be informative.

      So do I, but if this were the only way products were presented, then people would only buy what they really wanted or needed, and consumption/sales would be down drastically. Capitalism will never settle on this as an exclusive solution, since it contradicts the principle of maximizing profit.

      I agree that if you make the personal choice to ignore any emotional advertising and only look for information, then you find yourself buying a lot less useless crap.

    12. Re:What a concept! by KDR_11k · · Score: 1

      Well, at least if you prefer not catching the plague.

      --
      Justice is the sheep getting arrested while an impartial judge declares the vote void.
    13. Re:What a concept! by Glonoinha · · Score: 1

      All I have to say to that is ... Conjunction Junction, what's your function? (Hookin' up words and phrases and clauses...)

      I have no idea what the hell they were selling, but whatever it was I probably bought a ton of it over my lifetime because I still love those commercials. Heck, I went out and bought a DVD with nothing more than those commercials on it. No actual content - just commercials.

      Maybe some company needs to buy up the rights to those, go in by hand and do some product placement magic - I'd stop channel surfing if I hit one of those whether it had little twelve toes drinking a Pepsi or not.

      --
      Glonoinha the MebiByte Slayer
    14. Re:What a concept! by Triv · · Score: 4, Insightful

      Guess what? I do not want my advertizing to be entertaining. I want it to be informative.

      Then you're statistically irrelevant to the advertising industry. Thanks for playing.

      I do not need to think of McDonalds as a hip place for youngsters.

      ...and I'm guessing you're not a youngster from that statement. Those ads weren't targeted at you. Also: 75% of all advertising is about keeping brands strong. Even if you don't like McDonald's, the fact that you're talking about them right now means they're doing a good job of staying in the public perception. So even if they lose, they win. It's fascinating, isn't it?

      The point of advertizing has morphed from a way to educate to a way to associate it with a feeling or a mood.

      Oh, please. Advertising that doesn't promote an emotional reaction is completely ineffective at selling things. This isn't a new thing - even the automobile advertisements from the good ol' days tried to appeal to your emotional side first before hitting you with statistics and facts and whatnot. You should looks at some of the classic Ogilvy car ads and pinpoint emotionally resonant language, even in the boilerplate. To believe that they were merely informative is a fallacy.

    15. Re:What a concept! by ceoyoyo · · Score: 1

      Every year The World's Best TV Commercials hits independent theatres. Half the e-mail forwards I get are European commercials that are actually entertaining.

    16. Re:What a concept! by MyLongNickName · · Score: 1

      Guess what? I do not want my advertizing to be entertaining. I want it to be informative.

      Then you're statistically irrelevant to the advertising industry. Thanks for playing.


      I think I will go home and cry.

      --
      See my journal for slashdot ID's by year. Mine created in 2005. http://slashdot.org/journal/289875/slashdot-ids-by-year
    17. Re:What a concept! by Reziac · · Score: 1

      Tho I think what they have in mind is more like this:

      There's a mildly silly ad that runs on a smalltime local TV station, for a local used-car dealership. The ad is of local make and isn't polished, but it's pleasantly funny, enough so to remain amusing through multiple viewings. More importantly, it's entertaining enough that when I had someone over watching TV and the ad came on, instead of going off to get a beer, I told them, "Hey, watch this funny ad!"

      So even tho I'm not likely to become a customer, the advertiser got one more viewer *through* me -- simply because their ad is entertaining enough that I *wanted* to point it out to someone else. Which means one more person who knows their business exists, and for all I know may eventually become a customer.

      --
      ~REZ~ #43301. Who'd fake being me anyway?
    18. Re:What a concept! by Opportunist · · Score: 3, Insightful

      The problem is, there's more often than not not a "rational" reason for buying a certain product. Hell, all detergents are essentially the same. They're even made by more or less the same companies (there are actually less than 5 global players in that market). So what rational reason do you expect?

      We've reached a level where all products are essentially equally good. There is a point at which production cost and quality level off, and there's nothing you can do to make it better without making it also more expensive. Which means that your product is as good as the next one.

      Now, how do you want to sell that to your customer? "Buy mine 'cause it doesn't matter?"

      Not necessarily a good selling point.

      Advertising has appeal to your emotional side. It has to tell you that with some deodorant you're more attractive or you're more entertaining or, hell, in WHATEVER way more interesting to be around. There is no tangible difference to competing products.

      --
      We used to have a Bill of Rights. Now, with the rights gone, all we have left is the bill.
    19. Re:What a concept! by Opportunist · · Score: 1

      When I'm statistically irrelevant, why the heck do I keep getting those ads in my mail? I want to be irrelevant! Where do I sign up?

      --
      We used to have a Bill of Rights. Now, with the rights gone, all we have left is the bill.
    20. Re:What a concept! by MyLongNickName · · Score: 1

      I want to be irrelevant! Where do I sign up?

      Poland. Everyone forgets about Poland.

      --
      See my journal for slashdot ID's by year. Mine created in 2005. http://slashdot.org/journal/289875/slashdot-ids-by-year
    21. Re:What a concept! by Kabuthunk · · Score: 1

      Perhaps you misunderstand the word "need". Are we capable of life without it? Then we don't "need" it.

      --
      Planet Zebeth - Metroid with a twist
    22. Re:What a concept! by Anonymous Coward · · Score: 0

      Yes, because brushing my teeth, washing my body and making sure I don't smell like a Frenchman are really just things those people who go outside need to do.

    23. Re:What a concept! by Jah-Wren+Ryel · · Score: 1

      I assume you never use shampoo, deodorant, toothpaste, or soap then?

      Per a recent Economist article, only 11% of the population of India use shampoo. That statistic probably covers some more of the items you mention. That's nearly a quarter of the planet's population that doesn't need at least some of those personal hygiene products

      Somewhat ironicaly, the Economist was pointing out that Uni-Lever (and their local subsidiary Hindustan Lever) sees that shampoo-free 89% as a huge potential market.

      --
      When information is power, privacy is freedom.
    24. Re:What a concept! by NoMaster · · Score: 1
      Guess what? I do not want my advertizing to be entertaining. I want it to be informative.
      Guess what? I don't even want that. I want my advertising to be invisible, unless I actually want a product in that domain. Anything else wastes my time and the advertisers money.

      That's the Holy Grail of advertising...

      (I'm well aware that some people want advertising, though. Hell, I have a neighbour who, whenever I see her, asks for all the crap-mail out of my letterbox - because she wants two copies of it. And, as far as I know, she doesn't have a budgie cage to line or anything...)

      --
      What part of "a well regulated militia" do you not understand?
    25. Re:What a concept! by Digital+Autumn · · Score: 1

      Well, except they attempt to make hygiene products "attractive" too. For instance, I know a 12 year old girl who bought a whole line of skin care products becuase the commercials convinced her that all her favorite stars use it. People even choose items they "need" based on spurious advertising concepts of attractiveness.

    26. Re:What a concept! by supertoad · · Score: 1

      you don't need hygiene products, hygiene products need advertising. if you truly have a unique product, and there is a reason that a customer should buy it over a competitor, it is very easy to create a successful advertising campaign. if you are selling a product that really has no difference to a cheaper product, then you need to advertise eg: if pantene pro-v didn't advertise, what would distinguish them from the half as expensive generic shampoo? hence they don't have any real content to put in their ads, so their ads will probably suck. if apple didn't have ipod commercials, the ipod would still be more stylish than the next best mp3 player, and yet i actually want to watch their commercials.

    27. Re:What a concept! by krunk4ever · · Score: 1

      Advertising is like money for us. Through advertising, we get free and cheap tv shows, magazines, newspapers, etc. I personally never WANT to give away money, but if by giving away money, if the price is right and I get what I want, then I'll be happy. Advertisments are the same. If you don't like to see the advertisments, you always have to option of purchasing the dvd when it comes out. Complaining about how advertisements suck or how they should be more creative is like complaining how spending money sucks.

    28. Re:What a concept! by Petrushka · · Score: 1

      (Intriguing statistic, considering that the word "shampoo" comes from Hindi.)

      Some years ago I heard, but cannot now find online evidence, that if you don't wash your hair for several months it naturally self-cleans, and that after that point you just need to brush dust out of it occasionally. Can anyone confirm/deny?

      If true, this would certainly confirm that no one needs shampoo, whether they live in India or elsewhere.

    29. Re:What a concept! by Anonymous Coward · · Score: 0

      Don't use words a frenchman would never understand.

    30. Re:What a concept! by xiang+shui · · Score: 1

      I don't think it "self cleans", so much as it stops overproducing sebum.

    31. Re:What a concept! by MyLongNickName · · Score: 1

      advertising

      Either spelling is acceptable.

      --
      See my journal for slashdot ID's by year. Mine created in 2005. http://slashdot.org/journal/289875/slashdot-ids-by-year
    32. Re:What a concept! by courtarro · · Score: 1

      It's not so much that you need to use hygiene products, it's that we need you to use them. It's a necessity if you want to be a respected member of society. I'm talking about shampoo, toothpaste, deodorant ... not cologne or Axe.

    33. Re:What a concept! by 0racle · · Score: 1

      Perhaps you still live in a cave, but most of those in the western world do not. And yes, they need hygiene products.

      --
      "I use a Mac because I'm just better than you are."
    34. Re:What a concept! by kesuki · · Score: 1

      I think I will go home and cry.

      Don't cry, advertising will eventually be more entertaining than the television programming, oh wait they call that prime time.

    35. Re:What a concept! by kesuki · · Score: 1

      I want to do a lot of things, i want to buy a barbie doll, and a giant robot, and a hair dryer and a lot of shiny gold chains. oh wait i changed the channel now i want to buy a lot of candy bars and a a box of tampons and omg omg is that the most sexiest car ever omg wtf bbq!

      now i changed channels again ahh pbs... now i want to pledge $50 to get that bag with the sesamee street character on it isn't is soo cute!

      damn.. i guess i shouldn't watch so much tv when i'm living in my parents house like a good computer looser :)

    36. Re:What a concept! by Anonymous Coward · · Score: 0

      only 11% of the population of India use shampoo.

      And that's why they are a stinking (literally!) Third World Country.

    37. Re:What a concept! by Anonymous Coward · · Score: 0

      An uncoordinated white guy? Why mention the colour of your skin?

      Do you honestly believe that skin pigmentation has a bearing on your ability to coordinate body movements?

      Stop using harmful and racist stereotypes, please.

    38. Re:What a concept! by Lord+Ender · · Score: 1

      Believe me, dude: you (especially) need deodorent. Whew!

      --
      A slashdotter who didn't build his own computer is like a Jedi who didn't build his own lightsaber.
    39. Re:What a concept! by Anonymous Coward · · Score: 0

      Lemme see:

      soap - yes. Simple, un-ordorized stuff that comes in packs of 6 in the laundry isle.
      shampoo - no, plain old soap works just fine for hair.
      deodorant - no, if you wash regularly and thoroughly it's not necessary (bad side affect... you're nose becomes more sensitive to the deodorants that others apparently bathe in).
      toothpaste - yes, but really all your teeth need is a good scrub, which requires only water and a brush.

    40. Re:What a concept! by eonlabs · · Score: 1

      If it's true that people don't actually need the products they think they need, that's not a fault, that's proof of concept.

      --
      I wouldn't consider the mad hatter mad. Just reality impaired. He sure can make a mean cup of tea.
    41. Re:What a concept! by CalcMan · · Score: 1

      You must mean the SuperBowl.

    42. Re:What a concept! by SuperMonkeyCube · · Score: 2, Insightful

      The other problem is that if 99% of ads were purely informational, the 1% that provoked an emotional response would be the ad that you remembered. All the other ads would be blathering on and on about features and benefits, blah blah...

      This other ad said I could hook up with chicks if I bought that sporty car.

      That's the ad that you would remember - or at least for a few days.

      And of course this works the other way. If all the ads talked about how white my shirts could be, and how so-and-so who's a big,big star smokes the same cigarettes as me, and this NFL quarterback gets his cars from this dealership and you'd be a giant moron not to do the same, and four out of five crackwhores use this laudry detergent because it makes them feel better about themselves and hurts their sinuses less, then an ad that said:

      Product X produces result Y. Money Back Gaurantee. Here's a demonstration. Here's a website with hard facts.

      Would get your attention.

      There are two kinds of ads. Ads that get your attention, and ads that copy the ads that get your attention because some ad executive knows that it's cheaper to copy a good ad than to create an original idea.

      I also think that the whole problem with advertising relates to the "If too many people like it, it must suck" mentality.
      You need an ad that seems different, and feels targeted to every viewer without making the viewer feel like it's also targeted to everyone else.

      The new car ad with the megaphones? All the other drivers are blaring out why they drive their exepensive sports cars via some emotional deficiency? Our protagonists throw their megaphone out the window because _they_ are driving an-ego free car.

      Doesn't everyone want an ego-free car? You don't want to admit you have some sort of deficiency, do you? Those guys across the quad with the Hummer, they've got problems. You? You don't have problems. This ad is just for _you_.

    43. Re:What a concept! by anothy · · Score: 1

      Welcome to Slashdot.

      --

      i speak for myself and those who like what i say.
    44. Re:What a concept! by Fordiman · · Score: 1

      I don't know. G4's 'Midnight Spank' commercials were good enough to get me to download them and show them to all my friends. Seriously. Do you want calico colored guinea pig to eat your other leg?

      --
      110100 1101000 1101000 1100110 0 1101111 1101000 1100011 1
    45. Re:What a concept! by Anonymous Coward · · Score: 0

      During my vector calculus exam the other day, I had to sit beside someone who obvious did not use deodorant...for two and a half hours. We might not need things like deodorant, but they sure make life more enjoyable. That is, unless you've got some of that super smelly deodorant.

    46. Re:What a concept! by Lord_Dweomer · · Score: 1
      "Guess what? I do not want my advertizing to be entertaining. I want it to be informative."

      Why can't it be both? Or would that have ruined your point that you are 100% anti-advertising and that no new viewpoint will ever shake you from your sturdy foundation of strawman arguments?

      Newsflash: Viral advertising lets agencies put more interesting work in front of people. The only real difference between viral advertising and non-viral advertising is that with viral, you can't really set out and "make" viral. You can try, but in reality something "becomes" viral, because it is ultimately the viewers who decide whether or not to pass something along. There ARE techniques to seed your idea, but that isn't really a huge deal yet.

      This is a good tool for agencies to dangle in front of their clients to enable them to have more freedom with their creative work and thereby generate more interesting and entertaining ads. It also offers the agencies to say to the client, "look, if you don't let us put ALL of this juicy information on there, even though your competitors might have some better specs, customers will notice and will not buy from you), thus providing a perfect opportunity to give you even more information.

      Thanks for playing.

      --
      Buy Steampunk Clothing Online!
    47. Re:What a concept! by Anonymous Coward · · Score: 0
      It's douchebags like you who love the [adult swim] ads.

      Every poster on here is a hippocrite. I know because I market to you guys everyday and you eat the shit up. I have personally directed multiple technology companies on how to advertise to this (meaning you) userbase, and without fail you respond like the sheep you are.

      This is bigger than "I feel like I'm being forced to buy something" or "that commercial was entertaining". This demographic consist of maybe three or four major personality archetypes who all respond the same way to certain stimuli. Go ahead and say you're a unique little snowflake, you think for yourself - I have the numbers to prove otherwise.

      If I want something branded with your group, I can do it. If I want something talked up in your group, I can do it. If I want you guys to buy something, I can do it. Here's a case in point...

      Doesn't everyone want an ego-free car? You don't want to admit you have some sort of deficiency, do you? Those guys across the quad with the Hummer, they've got problems. You? You don't have problems. This ad is just for _you_.
      It doesn't matter if you recognize what this ad is trying to do, it instantly resonates with the people it is supposed to. If you can see the ad as transparent, guess what - we don't give a fuck. It wasn't intended for you. The ads you can't see through work on you like fucking Keebler magic. Oh, but those ads aren't included in our list of advertising we hate because its aimed at us.

      You bunch of self serving windbag jerkoffs are more succeptible to advertising than other social groups. I bet you didn't know that, but the combination of high disposable income, an almost ubiquitous feeling of being an outsider, and self created illusion of great importance makes you way to easy to work over.

      Mod me troll, mod me flaimbait. I don't care. This is meant to be enlightening for you. Maybe if you quit talking about a subject that you don't know and actually learned how it worked instead of surmising how it worked - you could protect yourselves.

      Or maybe you will just keep bitching about shit like this on /. and Digg and a ton of other "geek" sites while you continue to click throught the ads and buy the shit you don't want.

      Fuck, how about you people take some personal responsibility for fucks sake.
    48. Re:What a concept! by SamSim · · Score: 1

      I think what I've learned from your post is that continually evolving marketing strategies is probably a much safer bet.

    49. Re:What a concept! by Daedala · · Score: 1

      There's a difference between hygiene and Product.

      Most of the hygiene products can be replaced with much cheaper, less fancy routines that work just as well and are better for you in the long run. Shampoo (usually) contains detergents that dry and damage hair over time -- not a big deal if your hair isn't any longer than shoulder-length, but it can be an issue for some people with longer hair. Most people have to use a conditioner afterward to keep their hair from feeling like straw. Shampoos and conditioners are also chock full of things that have nothing to do with cleaning, like dimethicones (which for some people cause awful build-up).

      Deoderants often contain aluminum compounds that have been (non-definitively) linked with problems such as Alzheimers; the crystal deoderants use potassium alum, which doesn't have that problem. Even if this link turns out to be false, those yellow stains in the armpits of your shirt are definitely caused or exacerbated by alumnim salts. Soap is a good thing, but some of the stuff we put in soap to make stuff "cleaner" is hardly necessary -- antibacterials aren't good for you, because you need a certain amount of bacteria in the environment. It's been posited that the reason more only and eldest children in the U.S. have asthma is because their environments are too clean. Daily washing with harsher soaps can mess with your skin. I don't think that the parent was arguing that hygiene per se was unnecessary, just that a lot of the hygiene products being sold in the U.S. are expensive, and potentially damaging, overkill.

      --
      What I say does not represent the views of my employers, my friends, my cats, or myself.
    50. Re:What a concept! by Daedala · · Score: 2, Insightful

      You can not use shampoo, but that doesn't mean your hair is self-cleaning. You still need to clean it. Brushing thoroughly -- and more than just occasionally -- to remove dead skin cells, and a mild cleanser (baking soda, vinegar) to remove old hair oil will still be imporant. Shampoo does tend to strip the hair and scalp of needed oils, which is why most women and a lot of men follow up with conditioner. The longer your hair, the more of a problem this is at the ends. You can find a lot more information/argument on the Internet communities for people trying to grow their hair really long.

      As for "needing" shampoo, though... Nah. It wasn't invented until the late 1800s/early 1900s anyway. The word originally meant a massage for the scalp.

      --
      What I say does not represent the views of my employers, my friends, my cats, or myself.
    51. Re:What a concept! by SuperMonkeyCube · · Score: 1

      I'm sorry my post was too subtle.
      I _thought_ I was pointing out the irony of an aid aired to everyone trying to give individual attention.
      I can't even afford that car, but the ad reminded me of the "Rock to Wind a String Around" by TMBG and "Satisfaction" by the Stones.
      I don't actually know/care what Digg is.
      I'm sorry that my actual experience doesn't match what your actual experience tells you I should feel about a car ad.
      Thanks for lumping me in with everyone else in /. I didn't think I was up to par with programmers and server admins, anyway.
      I'll go back to trolling so I don't upset you again.
      Please get my account deleted at your earliest convenience.

      Thanx and a hat tip,
      SMC

    52. Re:What a concept! by Don_dumb · · Score: 1
      Exactly, you dont need hygiene products in the same way that (if you live in a tropical environment) you dont need clothes. But (and I am going to go out on a limb that you dont look good naked) everyone else thinks otherwise.
      Because, and Jerry Seinfeld puts it best -
      "We're trying to have a society here"
      --
      If this were really happening, what would you think?
    53. Re:What a concept! by RocketRainbow · · Score: 1

      I buy the detergent that's not made out of animals that were tortured, beaten and killed, and prefer a detergent that isn't full of preservatives or detergents that are going to mess up the water table. "Earth Choice" for most household cleaning, and I wash my hair in "Alchemy" shampoos, because they're really gentle and smell great. I generally use Nature's Organics hand soap liquidy stuff, and Bathox for bubble baths.

      I pay for it, too!

      All products are not equally good if you do not mindlessly consume, but actually use your head when picking up a bottle or carton off the shelf.

      --
      *#*#*#*#*#******* I love peanut butter sandwiches!
    54. Re:What a concept! by el_gordo101 · · Score: 1

      They weren't selling anything. In fact, they weren't commercials at at. They were a series of educational short films produced by ABC television. And yes, they were very cool. The "I'm just a Bill" one is a personal favorite...

      --
      TODO: Insert witty sig
    55. Re:What a concept! by Glonoinha · · Score: 1

      Actually they were selling the concept that education doesn't have to suck - that conceptually the government isn't incomprehensible, fundamentally math is both important and easy to learn, and that the English language has some fairly straightforward rules of grammar that, once understood and applied, elevate the speaker (writer) to the next level of communication.

      It worked, too - you have to admit that the people that grew up watching those vid's have much better grammar than the young kids and their AOL IM / 1337 h4x0r speak.

      --
      Glonoinha the MebiByte Slayer
  2. Sorry, but... by Black+Parrot · · Score: 2, Interesting

    I don't see the connection between "interesting enough to make people want to watch" and "viral".

    --
    Sheesh, evil *and* a jerk. -- Jade
    1. Re:Sorry, but... by Umbral+Blot · · Score: 4, Insightful

      The idea is that if the ads are cool you will tell your friends about them, and then they will see them and spread them to their friends, hence viral.

    2. Re:Sorry, but... by PCM2 · · Score: 2, Insightful
      I don't see the connection between "interesting enough to make people want to watch" and "viral".
      For reference, please see the excellent film Cabin Fever.

      Pure sales gold.

      --
      Breakfast served all day!
    3. Re:Sorry, but... by zlogic · · Score: 3, Informative

      Here you go: http://en.wikipedia.org/wiki/Viral_marketing
      Viral marketing it something that is spread by people, not by advertizing agencies. It behaves like a virus - once you release the ad into the wild, it spreads without your control, because people think it's interesting/funny and send it to their friends.

    4. Re:Sorry, but... by Orange+Crush · · Score: 4, Funny

      They're using Viral Marketing and leveraging Web 2.0 paradigms to synergistically create scalable advertising solu--. . . oh bother . . . they're not even using AJAX.

    5. Re: Sorry, but... by Black+Parrot · · Score: 1

      > The idea is that if the ads are cool you will tell your friends about them, and then they will see them and spread them to their friends, hence viral.

      So if they beat your ass when you don't buy their product, and you warn all your friends, is that also viral marketing?

      I think there's a conflation of concepts going on here.

      --
      Sheesh, evil *and* a jerk. -- Jade
    6. Re:Sorry, but... by p0rnking · · Score: 1

      Viral I believe is because they want people to send it around (and keep track of how successful it is).

    7. Re:Sorry, but... by tomhudson · · Score: 1

      ... but keeping track is a hard thing to do. An example FTFA:

      The Huffington Post's traffic makes the ads ripe for engagement: the site attracted nearly 1.2 million unique visitors in May

      Usually how these stats work is you log all the different IP addresses that access your site during one day. This gives you an idea of how many unique visitors you have. Of course, the same visitor logging in the next day is again a unique visitor. So divide by 31 (the number of days in May) and you have the lower limit to the number of unique visitors (1,2m /31 = 38,709).

      Now before someone bitches and moans about "that's only the lower limit" - consider this: if you're an advertiser, would you rather advertise to 1.2 million people that visit a particular site once, and never come back, or 38,000 that visit on a regular basis, so you can repeat your message a few timex and let it sink in?

    8. Re:Sorry, but... by jaypaulw · · Score: 1

      Hey you should write for Wired.

    9. Re:Sorry, but... by Anonymous Coward · · Score: 0

      Yet rated 5.2 by IMDB users. Personally, not being a TV-watcher, I thought Cabin Fever was brutally inane, derivative, cynical rote pap typical of contemporary **.:~XXXtreme~:.** 'video directors gone serious' Hollywood but certainly proof of the power of viral marketing to see it called 'excellent' here.

    10. Re:Sorry, but... by kfg · · Score: 1

      I don't see the connection between "virus" and "disposable income." I was under the impresssion that they always worked on a volunteer basis.

      KFG

    11. Re:Sorry, but... by Anonymous Coward · · Score: 0

      No more so than half the Cabin Fever audience posting to IMDB. Was the grandparent part of the film crew and doing a little viral marketing perhaps? That's the downside to viral. Unlike a billboard or TV commercial opposing opinions can't be blocked. Shit still gets called out as shit no matter how much effort is expended polishing.

    12. Re:Sorry, but... by Anonymous Coward · · Score: 0
      No more so than half the Cabin Fever audience posting to IMDB.


      Excellent point. Why, if everybody else didn't tell me their opinions I'd never know what to think. God bless the herd, for it keepeth me on the right track.

    13. Re:Sorry, but... by Karma+Farmer · · Score: 2, Insightful

      You didn't get the point. The film is an absolutely unwatchable piece of crap, but non-traditional (viral) marketing brought people into the theaters.

      Or, he was making a pun on the virus in the movie.

      Or, he's an idiot.

      Or, all of the above.

    14. Re:Sorry, but... by Anonymous Coward · · Score: 0

      "You must feel very superior. Props to you."

    15. Re:Sorry, but... by Anonymous Coward · · Score: 0
      "...certainly proof of the power of viral marketing to see it called 'excellent' here."


      Your first point was the point!

    16. Re:Sorry, but... by KDR_11k · · Score: 1

      Well, I'm using viral marketing in a more traditional way: A bioengineered disease that spreads rapidly and won't surface until a year after most of the populace is infected and me having the patent on the only antidote.

      --
      Justice is the sheep getting arrested while an impartial judge declares the vote void.
    17. Re:Sorry, but... by asuffield · · Score: 1

      The idea is that if the ads are cool you will tell your friends about them, and then they will see them and spread them to their friends, hence viral.

      Do you really expect marketdroids to leave it at that?

      I bet they're already planning ways to infect you with a disease that makes you have to buy their products.

    18. Re:Sorry, but... by Billly+Gates · · Score: 1

      Like the free Ipod mini scam here on slashdot and livejournal.com? Oh but its not a scam here is the pic of my Ipod! It was mentioned on cnn so its real and free!

      Just give your 5 best friend's email address to the spammer and ..., bla bla bla

    19. Re:Sorry, but... by Technician · · Score: 1

      The idea is that if the ads are cool you will tell your friends about them, and then they will see them and spread them to their friends, hence viral.

      I can mention a couple examples.. Anybody in the US seen the Japanese advert for a paricular tea. Look up Rube Goldberg and you are sure to find it. The other one that comes to mind is one made by Honda. It ran 2 minutes in length and as such was too expensive to air in the US. I have seen it several times and enjoyed it. Do a search for Honda and Cog and you will be sure to find it.

      Right up geek alley is the Trojan Olympics. Warning not safe for work but very funny.

      All examples are ones not broadcast in my area. I saw them because of viral sharing, not because they were plastered all over a website.

      --
      The truth shall set you free!
    20. Re:Sorry, but... by Lord+Ender · · Score: 2, Insightful

      'I don't see the connection between "interesting enough to make people want to watch" and "viral".'

      I didn't see the connection either. But I've got good news! I just saved hundreds on car insurance...

      --
      A slashdotter who didn't build his own computer is like a Jedi who didn't build his own lightsaber.
    21. Re:Sorry, but... by Anonymous Coward · · Score: 0

      Is that kind of like religion?

    22. Re:Sorry, but... by Anonymous Coward · · Score: 0

      Then how do you call something that is spread by neither advertising agencies nor ordinary people, but by f*cking corporate media, which are making up shallow boulevard news so they don't need to tell the real news?

      It's not viral marketing, it's bloody PR: http://www.paulgraham.com/submarine.html

  3. First cliche by Anonymous Coward · · Score: 1, Funny
    "Viral marketing to become the Norm?" ....tell all your friends. Repeat ad nauseam in manner of 80s student in pub reciting Python (or Hitchhiker,..) scenes until assaulted by heavy glass ashtray.

    I was that ashtray, dear readers.

    1. Re:First cliche by antiMStroll · · Score: 1

      Well, there's the difference isn't it? Python and THHGTTG were repeated ad nauseam for being exceptional and novel entertainment for the time. Cause: exceptionalism, Effect: tell all your friends. Advertising, the art of perpetual lying, is attempting to 'leverage' the process in reverse. Cause: tell everyone, Effect: create the false impression of exceptionalism long enough make a decent buck. Ad agencies have evolved into social parasites, latching to every spontaneous trend in order to suck coin from us, finally kill it with opportunism and cynicism. To my mind they are far more harmful than purveyors of video games, depictions of violence, porn, or all the other typical boogey-men, not the least for the fact we're continually exposed to their prevarications from the moment we're first dropped in front of the television.

    2. Re:First cliche by owlnation · · Score: 1

      Or worse.... Much worse...

      In one word...

      "Wasssssssuuupppp!!!!"

      Be Afraid! Virii can kill!

    3. Re:First cliche by QRDeNameland · · Score: 1

      Ad agencies have evolved into social parasites, latching to every spontaneous trend in order to suck coin from us, finally kill it with opportunism and cynicism. To my mind they are far more harmful than purveyors of video games, depictions of violence, porn, or all the other typical boogey-men, not the least for the fact we're continually exposed to their prevarications from the moment we're first dropped in front of the television.

      By the way if anyone here is in advertising or marketing... kill yourself.

      No, no, no it's just a little thought. I'm just trying to plant seeds. Maybe one day, they'll take root - I don't know. You try, you do what you can. Kill yourself.

      Seriously though, if you are, do.

      Aaah, no really, there's no rationalisation for what you do and you are Satan's little helpers. Okay - kill yourself - seriously. You are the ruiner of all things good, seriously. No this is not a joke, you're going, "there's going to be a joke coming," there's no fucking joke coming. You are Satan's spawn filling the world with bile and garbage. You are fucked and you are fucking us. Kill yourself. It's the only way to save your fucking soul, kill yourself.

      -- Bill Hicks

      --
      Momentarily, the need for the construction of new light will no longer exist.
  4. It's already working! by SEMW · · Score: 5, Insightful

    They've already succeeded. It's been posted on Slashdot. What better indicator of sucess in a viral marketing campaign designed to attract attention and publicity do you need?

    --
    What's purple and commutes? An Abelian grape.
    1. Re:It's already working! by LiquidCoooled · · Score: 1

      Its not that good, I mean - I can't see a quick simple link to find out if its worth it or not.
      The NYTimes page or this slash article aren't exactly something to blog about alone.

      I might be completely missing it, but wheres the content to spread around?

      At the moment its just a whispering campaign.

      --
      liqbase :: faster than paper
    2. Re:It's already working! by Anonymous Coward · · Score: 0

      It didn't work on me - I didn't RTFA!

    3. Re:It's already working! by WilliamSChips · · Score: 1

      Viral marketing was when one out of every three /. articles was about Serenity(which is awesome, and which you should buy, by the way)

      --
      Please, for the good of Humanity, vote Obama.
  5. Hmmm by cp.tar · · Score: 3, Insightful

    I'm sorry, I must have got something wrong...

    You're not saying some time in the future I won't be forced to watch commercials because some gizmo or another preventing me from switching channels? I'll watch commercials of my own free will?

    I don't believe a change of this magnitude throughout the marketing industry is possible.
    It would be nice, though.

    However, I fear that if I start watching commercials thinking I like it, I'll have been brainwashed. And they won't have changed.

    --
    Ignore this signature. By order.
    1. Re:Hmmm by rajafarian · · Score: 2, Funny

      I don't believe a change of this magnitude throughout the marketing industry is possible.

      Enough scantily clad women and I'm there!

    2. Re:Hmmm by Skidge · · Score: 4, Funny
      You're not saying some time in the future I won't be forced to watch commercials because some gizmo or another preventing me from switching channels? I'll watch commercials of my own free will?

      No, the idea is that you'll succumb to peer pressure and watch commercials because all of the cool kids are doing it.
    3. Re:Hmmm by cp.tar · · Score: 1
      Enough scantily clad women and I'm there!

      Just the other day I saw an ad for some coffee-type beverage. If I'm not mistaken, coffe+milk. In a tin can.
      Featuring a girl squeezing said tin can between her boobs.

      It's a nice poster, but the product is totally uninteresting to me: I drink neither coffee nor milk.

      I admit, it's a sight... but to me, it's not advertising: no message is getting through.
      I just see the boobs.

      This kind of marketing can only get people to see the ad; nothing more.
      And seeing it isn't enough: if you want me to buy the product, you'll have to convince me that I want it, that I need it and that what you're offering is better and/or cheaper than the competition.
      Hence the success of Home^H^H^H^HCouch Potato Shopping channels.

      --
      Ignore this signature. By order.
    4. Re:Hmmm by Pink+Tinkletini · · Score: 1
      I fear that if I start watching commercials thinking I like it...
      In all likelihood, you already do. You ever watch the TV show Lost ? Or have you seen The Matrix ? Read any good books lately?

      This sort of marketing is already commonplace; there's no difference in motivation, only in our perception of it. I don't see a problem with product placement, personally, as long as the material's good enough to keep me suitably entertained. But I'll admit my brain comes cheap.
    5. Re:Hmmm by Anonymous Coward · · Score: 0

      Viral Marketing: Mac Commercials (Mac vs. Windows)
      Viral Marketing: Dish Commercials ("MY commercial!" says the cartoon head)
      Viral Marketing: Jello Jigglin' Spree

      I've recorded these commercials on my DVR, I like them so much. All my friends have them, and some even have the mac commercials on their iPods! Viral Marketing DOES work when it's done well!

    6. Re:Hmmm by misleb · · Score: 2, Interesting

      Even if they could come up with advertising that I actually wanted to watch, it seems to me that it would necessarily be accompanied by a decrease overall quality of programming. I mean, part of the problem with advertisement, particularly on television, is the interruption factor. I don't care if the advertisements are world class funny and entertaiing. I am trying to watch my damn show! The only way you could get me to want to see the advertising is to decrease the quality of said show such that I don't care if it is interrupted. But at that point, I'm probably not going to watching TV anyway. So there is no net gain.

      I guess they could just have special channels dedicated to such entertaining advertisements, but geez, what kind of loser would spend more than a few minutes on that?

      -matthew

      --
      "THERE IS NO JUSTICE, THERE IS ONLY ME." -Death
    7. Re:Hmmm by cp.tar · · Score: 1

      There used to be shows like Carrot's Commercial Breakdown...

      I actually wouldn't mind shows which only showed commercials.
      Hey, what the hell, put in an SMS-based rating system; I'll bet sheeple'll vote.
      Just don't interrupt me when I'm watching something else (although sometimes I do appreciate a commercial break, though I call it a toilet break).
      And especially don't interrupt me in the cinema.

      The way things are going now, I just build lists of products I'll do my best to avoid buying. Just because the commercials annoyed me.

      --
      Ignore this signature. By order.
    8. Re:Hmmm by misleb · · Score: 1

      Perception is important. I don't consider mere product placement to be advertising unless some character is explicitly saying things like, "Mmm, Pepsi is good. Drink Pepsi." I mean, a movie generally has to have some products in it, why not get paid to use a specific one? It could be argued that it is actually better than havign the "generic" version of a product in a movie/show as far as realism goes.

      -matthew

      --
      "THERE IS NO JUSTICE, THERE IS ONLY ME." -Death
    9. Re:Hmmm by izam_oron · · Score: 2, Interesting
      I actually wouldn't mind shows which only showed commercials.
      They already tried it secretly, and it became a hit, but shows that actually showcased commercials were never popular. Just disguise it as anything else, and the sheep will come . . .
    10. Re:Hmmm by tomhudson · · Score: 1

      actually wouldn't mind shows which only showed commercials.

      The Price is Right, etc. How much more of a commercial can it be to say "If you can guess which price is right for this bottle of Palmolive, you can win this New Car, a blah blah blah blah ... blah blah blah ... Aren't you excied?!?"

    11. Re:Hmmm by pipingguy · · Score: 1

      Just get a widescreen HDTV-ready LCD TV. The commercials look so great, I've bought $3000 worth of stuff since I got the TV.

    12. Re:Hmmm by Petrushka · · Score: 3, Informative

      I admit, it's a sight... but to me, it's not advertising: no message is getting through.
      I just see the boobs.

      This kind of marketing can only get people to see the ad; nothing more.

      Unfortunately, that's demonstrably untrue. The whole point of most advertising since the mid-20th century isn't to appeal to people's conscious judgment, but to achieve an effect at a non-conscious level. Just because you don't think it's having an effect doesn't mean that it isn't.

      Take a look at this, this, snd this -- the last link is to an article on Edward Bernays, who pioneered the deliberate use of psychoanalytic techniques in advertising, with the specific aim of bypassing people's conscious judgment.

    13. Re:Hmmm by cp.tar · · Score: 1

      The problem is, I'm aware of the techniques.
      When I see a commercial, I analyse it. I consciously create an opinion. I ask myself do I need it, do I want it and why.
      I ask myself what could the commercial be doing to my mind and how.

      I'm being bombarded with commercials for chewing gum, but I never buy it.
      Then with commercials for fizzy drinks - but I hardly ever drink them - and when I do, I just buy whichever's available.

      Hell, whatever it is that's advertised, the best a commercial can do with me is make me investigate the product a bit more.
      I may even like a commercial and still refuse to even consider a product just because I don't want to give money to certain companies (the local monopolistic telco comes to mind).

      I am more than aware that marketing is just a bunch of lies - that's why I don't believe any of it.

      BTW the Mere Exposure Effect is probably the strongest one in marketing - I've heard opinions that it's the only reason there is a marketing industry.
      It doesn't matter what your commercial's like; the only thing that matters is that the air time is yours, and not someone else's.
      Check politics, the other great industry of lies. It's the same thing.

      And to get back to the start... do you think I'd be more inclined to buy the product I mentioned just because of the commercial I saw? Although I don't normally ever ingest anything like it?

      --
      Ignore this signature. By order.
    14. Re:Hmmm by lidocaineus · · Score: 1

      You're talking about it. Therefore it already has affected you. Doesn't matter if you liked the ad or not, or liked the product or not; the ad has already succeeded (because you may not be interested at all, but someone else is now on the lookout for a very sexually suggestive ad and will be quite receptive to it if they do see it).

    15. Re:Hmmm by Petrushka · · Score: 1

      That's part of it. Also the "sleeper effect" (one of the articles I linked to) describes how, under some circumstances, even information from a discredited source -- a source that you've consciously and rationally evaluated as unreliable -- quantifiably gains in credibility after a gap of a few weeks. Very, very nasty stuff.

    16. Re:Hmmm by cp.tar · · Score: 1

      Yeah, they can go on looking.

      I don't think many Slashdotters live in Croatia.

      --
      Ignore this signature. By order.
  6. Very effective. by Poromenos1 · · Score: 4, Interesting

    Most commercials here in Greece are so clever and well-made that you actually switch channels hoping to catch some of them. Their only downside is that everyone remembers the commercial but noone knows what product it's for, except maybe that it's for icecream or a phone company or something. So something for the advertisers to consider is tying the product with the ad, so it's memorable.

    --
    Send email from the afterlife! Write your e-will at Dead Man's Switch.
    1. Re:Very effective. by abscissa · · Score: 2, Informative

      There are many reasons why an advertiser might choose to not flagrantly display their product in an advertisement. However, unless there was a tie-in to the product or brand somehere, the advertising would be pointless. It might be as simple as putting an ad with a certain woman on TV and then having pictures of the woman when you walked into the store (so you feel some fermilliarity with the product). But the tie-in is there.

      Remember, you don't sell the steak, you sell the sizzle... marketing revolves entirely around selling a manufactured image that isn't real.

    2. Re:Very effective. by tomhudson · · Score: 1

      '80's ad buyer

      "Half of all advertising is wasted ... the problem is, I don't know which half."
      00's ad buyer
      "99% of my internet advertising is wasted .. the problem is, I don't know which 99%. The stats they give me are BS."

      ":ies, damn lies, statistics ..."

    3. Re:Very effective. by GigsVT · · Score: 1

      There's the aggregate demand theory. If you see an ad for ice cream, and it makes you think about ice cream more often, you will buy more ice cream.

      This especially works in a market with substitutes that are just as good. If it drives people away from substitutes to your product, it's good.

      Why do you think companies pay so much money to these industry associations that run ads for generic classes of products (Got Milk?) It's the same idea.

      --
      I've had enough abrasive sigs. Kittens are cute and fuzzy.
    4. Re:Very effective. by Acid-Duck · · Score: 2, Interesting

      If you've got some time/patience to look for it I remember an article about patents in which it was explained something like this: Microsoft got a patent which describes a system in which they display ads on TV between shows, and optionally offer a chance to answer perhaps a T/F or multiple choice answer (ie: what color as the actor's tie?) and offering some type of meaningless promo for right answers.

      So yeah, if you're patient enough check it out.

      Erik

    5. Re:Very effective. by Anonymous Coward · · Score: 0

      >Most commercials here in Greece are so clever and well-made that you >actually switch channels hoping to catch some of them.

      You must be joking, right? More like the ads are usually ok, and the actual shows are usually utter trash.

      ( Gia na mhn trelainomaste, ki olas :-) )

  7. "interstitials and other forced ad techniques" by Anonymous Coward · · Score: 1, Funny
    They are taking the unique approach of trying to create ad content interesting enough to make people want to watch, instead of the traditional ad agency approach of bludgeoning the user base over the head through interstitials and other forced ad techniques.

    ...and naturally, once I click on the link, I get a forced interstitial ad from the Times.

    (Not that I had an ad-blocker on or anything. They're not very annoying to me yet.)

  8. Virual works... by misleb · · Score: 4, Insightful

    Viral advertising works because it is rare. How could it be the norm? I seriously doubt that there is enough talent out there to regularly churn out advertising that is entertaining enough. It is, after all, only advertising. People will learn to filter it out.

    -matthew

    --
    "THERE IS NO JUSTICE, THERE IS ONLY ME." -Death
    1. Re:Virual works... by Tx · · Score: 1

      True, but the same can be said for most forms of advertising, i.e. they get less effective the more you deluge the viewer with them, the impact is reduced as the viewer is over-exposed to that type of advertising.

      Sadly the response from marketers to that diminished effectiveness is typically to increase quantity even more. Witness spam, popups/unders, flash ads etc on the internet.

      --
      Oh no... it's the future.
    2. Re:Virual works... by FhnuZoag · · Score: 1

      I suspect that once it becomes the norm, it would all get merged together into one concept: Good old fashioned product placement.

    3. Re:Virual works... by hsmith · · Score: 1

      Viral works on one thing alone: You have to have an AWESOME product that people will want to tell their friends about. You have a subpar product that is ho hum, people may use it, but they won't become your "free" market force that works for you.

    4. Re:Virual works... by Jeff+DeMaagd · · Score: 1

      Actually, the real lesson is to not make homogenized crap. The media industries are pretty short-sighted as to what they'll fund. Nothing that caters to anything that looks like a niche is acceptable, it must be accessible to anyone and everyone, so therefore no one likes it. I would love it if more shows like Firefly and Wonderfalls was made. That is partially the problem with the "gatekeepers" of the mass media, they really don't understand their market very well.

    5. Re:Virual works... by DragonWriter · · Score: 1
      Viral works on one thing alone: You have to have an AWESOME product that people will want to tell their friends about.
      That;'s not at all true; if the ad itself is interesting and gets passed on for its entertainment value, that's clearly a success; if the ad contains information that gets passed person-to-person independently of the ad, in a sense that's a kind of successful viral advertising itself; spreading FUD that gets accepted as conventional wisdom and spread around and repeated in person-to-person discussions as fact is, in a way, successful viral advertising.
    6. Re:Virual works... by Lord_Dweomer · · Score: 1
      "Viral advertising works because it is rare. How could it be the norm? I seriously doubt that there is enough talent out there to regularly churn out advertising that is entertaining enough. It is, after all, only advertising. People will learn to filter it out."

      As someone in the industry, and who also has a hobby of studying viral marketing, I have to say I think this is a good thing for us. Whereas before a lot of clients would pound their agency over their head to make their ads in ways they saw fit (which often times is the culprit for all the annoying, bland and laughable ads out there); now they will hopefully allow us more creative freedom to give viewers something they actually wanna check out.

      Yes, we want to drive business for our clients, that is our business. But there is not a single person at any ad agency who doesn't want to be known for their creative, and this will give them great leverage with their clients to be able to say, "look, the only way you'll get customers with the huge problem of advertising saturation is to give them content that they actually seek out and pass along, and the only way to do this is to give us more creative freedom."

      --
      Buy Steampunk Clothing Online!
    7. Re:Virual works... by misleb · · Score: 1

      You are mistaken. The effectiveness of viral advertising has absolutely nothing to do with the quality of a product. Nothing. Zilch. Nil. Nada. It has everythign to do with how the tone of a particular advertisement resonates with the audience. Take the Budwiser frogs for example. Bud, Wise, and Er (or whatever they were called). Budwiser makes shitty beer. One of the worst. But I found the ads pretty amusing. Granted, I never went out of my way to tell me friends about the ads, but i know people who did. That is viral advertising.

      It is interesting that you would associated the quality of a product with the quality of its advertisement. You are an advertiser's best friend. ;)

      -matthew

      --
      "THERE IS NO JUSTICE, THERE IS ONLY ME." -Death
    8. Re:Virual works... by misleb · · Score: 1

      What in the world are you talking about? What does "Firefly" or "Wonderfalls" have to do with viral marketing?

      -matthew

      --
      "THERE IS NO JUSTICE, THERE IS ONLY ME." -Death
    9. Re:Virual works... by misleb · · Score: 1

      As someone in the industry, and who also has a hobby of studying viral marketing, I have to say I think this is a good thing for us. Whereas before a lot of clients would pound their agency over their head to make their ads in ways they saw fit (which often times is the culprit for all the annoying, bland and laughable ads out there); now they will hopefully allow us more creative freedom to give viewers something they actually wanna check out.

      You can count me out. I'll continue to filter out as much of your inane garbage as I can. I skip all commercials on TV, block all ads on the internet, and change the channel on the radio any time an ad comes on. See, the problem for you, as an advertiser, is that you are starting with a handicap... a bias against you. Most people have better thing to watch/listen to/read than ads. They turn on their TV to watch a show or movie. No matter how interesting your ads are, you are interrupting that show or movie and, overall, harming the viewing experience.

      Yes, we want to drive business for our clients, that is our business. But there is not a single person at any ad agency who doesn't want to be known for their creative, and this will give them great leverage with their clients to be able to say, "look, the only way you'll get customers with the huge problem of advertising saturation is to give them content that they actually seek out and pass along, and the only way to do this is to give us more creative freedom."

      So how do you deal with a market that is saturated with viral marketing?

      -matthew

      --
      "THERE IS NO JUSTICE, THERE IS ONLY ME." -Death
    10. Re:Virual works... by Lord_Dweomer · · Score: 1
      "So how do you deal with a market that is saturated with viral marketing?"

      See, thats the thing. I don't think marketing that goes viral can get saturated. The very nature of it means that it is something new and interesting that people seek out. Thats about as specific as it gets. There are some common tactics thought of as "viral", and those might saturate things, but they are not true viral in the definitive sense of the word. Viral marketing is another way to say "new and interesting creative that pushes the boundaries". Its an excuse for ad agencies to go nuts with stuff. I don't see how this can be a bad thing despite how hard everybody is trying.

      --
      Buy Steampunk Clothing Online!
  9. Publicity Stunt? by bazily · · Score: 3, Funny
    "...or is this just a short phase to gain publicity?"

    It worked.

    --
    Why cut IT when your office space costs $3/sf? gibso
  10. Slashdot cliche by mangu · · Score: 1
    80s student in pub reciting Python


    Close, but no quite. 00s students recite Ruby.


    Where do I sign in to become an ashtray?

  11. Mass marketing has been dead by hsmith · · Score: 4, Insightful

    and it will be dead forever. Look at places like myspace. It is pure viral marketing, friends tell friends and friends get friends to join. The amusing part is, myspace makes money off of the old, failed system of marketing, while myspace enjoys having no advertising budget of their own. they have millions of stupid kids out there spouting off how great their service is. it is an amazing feat.

    if anyone is trying to market their business, i suggest they read "PyroMarketing" good stuff.

    1. Re:Mass marketing has been dead by Anonymous Coward · · Score: 0

      BTW...Myspace is owned by Newscorp.

  12. Dilbert's dead woodchuck. by McBainLives · · Score: 2, Insightful

    Fans of the strip will catch the drift.

    In other words, the second thing- this is a short-term thing to gain publicity. First, there are barely enough agencies making good ads now, let alone sustain this kind of campaign. Second, if anyone does find anyting new and different, it only takes about 30 seconds for other marketing types to glom on. Then we're bombarded with the "new and different" for a few years.

    Besides- "viral marketing" is a flawed premise, at least as far as adult audiences go. Yes, viral communication is possible if you're trying to spread an idea that's similar to those already present in the viewer's mind, but once you cross the line into introducing something that the viewer didn't know he needed, you're more likely to get a cybernetic immune response.

    --
    I came, I saw, I left. It looked better in the brochure.
  13. Ad content Vapid by Anonymous Coward · · Score: 0

    Whether their selling hamburgers or deoderant or whatever the subject is as nonvisceral as the medium. There's nothing you can 'sink your teeth into'. Where's the beef?

  14. It can happen, sort of by pjt33 · · Score: 1

    I remember some Fosters radio ads which were more entertaining than most of the other content on the radio.

  15. new? by Anonymous Coward · · Score: 0

    C'mon people have been doing this for years.

    Gieco squirrel commercial?

    Who remembers the very old "where's the beef" lady?, Little ceasers commercials etc..

    They were all "Hey have you seen that commercial...?"

    Thats viral enough.

  16. See "Very effective" above by Anonymous Coward · · Score: 0

    There's lots of extremely entertaining tv and radio advertising. Why isn't there more? It's very expensive to make. A decent commercial for the Super Bowl has production values that would make a Hollywood blockbuster blush. On a couple of occasions I have been invited to showings of award winning commercials. An hour of watching the very best ads is way more entertaining than the average hour of any tv show you care to name.

  17. In other news... by Anonymous Coward · · Score: 0

    Television sets will soon be made using a super-tough glass made from dry ice...

  18. Another Grand SlashDot Leap to a Conclusion by SJasperson · · Score: 1

    One ad agency tries something new for one week on one Web site and we're supposed to infer that this is the new norm for all advertising across all media everywhere? Hello?

    --
    Sigs? Sigs? We don't need no steenkin' sigs.
  19. too late by FudRucker · · Score: 3, Insightful

    as a US citizen (like many others) i have been bombed and hounded by advertising for so long now that i automatically ignore all advertizing like ignoring the background noise in a factory...

    --
    Politics is Treachery, Religion is Brainwashing
    1. Re:too late by Anonymous Coward · · Score: 1, Insightful

      Just like the factory noise you "tune out" still makes you deaf that advertising you "tune out" still gets in your head and builds associations.

  20. What about the product? by hasbeard · · Score: 1

    Advertising can be helpful. But, I think if I were trying to sell something, I would spend the majority of my time making a product that was so interesting and useful people went looking for it. If people really want something, they will find it.

    1. Re:What about the product? by tomhudson · · Score: 1

      Advertising definitely IS helpful.

      Top 3 benefits of TV advertising

      1. Gives old people a chance to go to the bathroom before they piss their Depends
      2. Gives everyone else a chance to channel-hop or get a snack
      3. Pays for the show

      In other words, an intemission.

      Top 3 benefits of Radio advertising

      1. Lets me switch stations so I can see if anyone else has something better playing
      2. At least its a break from the moronic overaged "morning team of _DUFUS_AND_FATSO_"
      3. Pays for the show

      Top 3 benefits of Newspaper advertising

      1. Easily ignored (full-page and double-page ads are the easiest to ignore)
      2. Bulks up he paper so there's more for the puppies to pee on
      3. Subsidizes the cost of the newspaper

      Lets hope the advertisers never catch on ...

    2. Re:What about the product? by ProfFalcon · · Score: 1

      Gives old people a chance to go to the bathroom before they piss their Depends

      Quick, everyone! He's an advertising shill for Depends. Get 'im!

      Oh, sorry. I thought it was product placement in a Slashdot comment.
      --
      Simply stating [Citation Needed] does not automatically make you insightful or brilliant.
    3. Re:What about the product? by tomhudson · · Score: 1

      ... well ... THIS is viral marketing for Depends (warning: gross joke, in very poor taste, but it *does* promote the brand name):

      Q: What does a 75-year-old woman taste like?
      A: It depends ...

      See - I told you it was in poor taste ... but ... it gets the brand name out there, and will be repeated "ad nauseum", in a viral fashion.

  21. It is a fad. Why? by Jerf · · Score: 3, Interesting

    Because of the nature of the beast. There is a fundamental disconnect between what they want and what they can get, no matter how good their ads get.

    What they want is for your primary goal in life to be to consume their product. (This is especially difficult in that several hundred or thousand products all share this same goal, and best case scenario is still that only one can "win".)

    What they can get at best is "an interesting commercial", at a much greater expense than just creating a standard annoying-as-hell commercial.

    They'll be pleased with the initial apparent progress towards their goal, but when it caps out long before it gets to making consumption your primary goal in life, they'll become disillusioned and go back to the cheap-but-annoying model, as it has better bang-for-the-buck.

    Advertising's primary problem is that they were able to fool themselves in the past that they were making progress towards making their products our overriding concern, because of the very fuzzy and indirect nature of the feedback they recieved. As they become better at figuring out the real effects of their advertising, they are becoming more desparate to "recapture" their old progress and stature, which is especially difficult as it never existed in the first place. Until they realize that it was always an illusion, and re-align themselves to think of themselves as an investment instead of an attempt to create little quasi-religions centered around products, they are always going to have this problem.

    (Note that most business people already correctly think of advertising as investment and have for a long time. It's "Big Advertising" that has a very wrong mental model of their own importance.)

  22. I only watch TV shows on DVDs for this reason by SpecialAgentXXX · · Score: 1

    I cannot stand the corporate advertising bullshit that gets forced down our necks everytime we try to watch a TV show. BUY NOW! SAVE MORE! BUY, CONSUME! YOU NEED THIS! IT WILL REVOLUTIONIZE YOUR LIFE! Even "clever" advertising is still advertising. (But I will admit, I do watch a commercial (usually only shown late at night) that has hot women nearly showing T&A. I have no idea what the commercials are for - so in a sense the marketing company failed, nor do I even care to purchase their products, but will watch the eye candy.)

    I buy the DVDs of TV shows at the end of the season. Besides having no commercials, there are behind-the-scenes stuff, too. Everytime I read articles like this, it keeps reminding me of George Lucas' THX-1138. "Buy more, consume more." The main character buys crap not because he needs it, but because he thinks he's supposed to "consume."

  23. I keep telling everyone... by Gordonjcp · · Score: 5, Funny

    ... that viral marketing just doesn't work.

    1. Re:I keep telling everyone... by tpemble · · Score: 2, Funny

      Obviously, your word isn't getting around.

    2. Re:I keep telling everyone... by Lord+Ender · · Score: 1

      You have the greatest sig ever. If you find yourself in Ohio, I'll buy you a beer.

      --
      A slashdotter who didn't build his own computer is like a Jedi who didn't build his own lightsaber.
    3. Re:I keep telling everyone... by Gordonjcp · · Score: 1

      Funny thing, I was just looking at it and thinking "Mmm, actually that's in pretty poor taste, maybe I should change it"

  24. viral marketing is bad enough... by boredandblogging.com · · Score: 1

    but there are companies like BzzAgent that are doing organized word-of-mouth programs? They just seem a lot worse.

    --
    http://www.boredandblogging.com - yes, another pointless blog.
  25. ADMEN, STOP WASTING OUR TIME!!!! (please read) by iamcf13 · · Score: 1

    Just move to a tasteful, 'product placement' model of advertising in mass media and get rid of interrupt-driven advertising altogether!!! No, not THE TRUMAN SHOW style or that one (in)famous night of programming on ABC(?) that revolved around Elizabeth Taylor and her new perfume.

    Consumers get longer programs/movies/whatever with real content to watch making them happy. They also don't have to watch conventional advertising which is mostly assinine, repetitive drivel with only a handfull of exceptions such as Ridley Scott's (in)famous 1983 '1984' ad for Apple Computer. Those consumers who are influenced by product placement will buy your products anyway--the rest will essentially simply ignore such placement as they ignore examples of the current advertising model that dosen't interest them.

    Everybody wins.

    Any other views?

    P.S. Here is how it can be done: 'Place' the product in the show/movie but do not draw undue attention to it or mention it by name (no, the passing Miller Beer truck in a scene in SPEED doesn't count!)--save that for the end credits where you can list the product(s) name/website URL.

    P.P.S. The program CANNOT have the veneer of an 'infomercal' in any way or else all is lost and you have failed! This is what happened in the (in)famous Boost Mobile episode of AQUA TEEN HUNGER FORCE -- maybe that was the desired effect for that episode. On the other hand, the 'pop up advertising' episode was a laugh riot and 'oh so true'....

    In this way, the 'ad creep' can be dialed down and maybe eliminated from
    public bathrooms for starters....

    Slashdot CAPTCHA: latching

    Appropriate for this post isn't it?

    1. Re:ADMEN, STOP WASTING OUR TIME!!!! (please read) by tpemble · · Score: 2, Insightful

      The thing is, whether you like it or not, when you see a commercial on TV you will be able to recognize the product later on. The idea is not to make commercials visually appealing and entertaining, it's to get the name out there.

      I mean, when I need a new car, I know that Family Auto Mart is just off the corner of New Haven and Main Street. They finance anybody!

    2. Re:ADMEN, STOP WASTING OUR TIME!!!! (please read) by magicchex · · Score: 1

      I thought the Aqua Teen episode was hilarious exactly because of that effect and I assumed that there wasn't any money changing hands but that they were simply making fun of the Boost Mobile ads.

      --
      How many fulltime jobs can one man have?
  26. Superbowl by jhines · · Score: 1

    The final game of the season in American football, is the biggest TV audience of the year, and the advertising is part of it.

    For those people not into the sporting event, it is something for them to watch. Companies kick off their ad campaigns, and a lot of money goes into producing and airing them.

    It is the TV advertising industries day to shine as well.

    1. Re:Superbowl by MurphyZero · · Score: 2, Funny

      It's proven that it works too. Clydesdale sales are always highest in February. Same with monkeys and boobs. That's pretty much the big 3 for Super Bowl commercials.

      --
      Our founding fathers removed the guys in charge. Be American. Vote incumbents out.
  27. Yes by t_allardyce · · Score: 1

    This is nothing new, if a particular advertising campaign really needs to grab people the agency will use viral methods, if its simply a branding exercise then it will use brand identity methods and if its a specialised niche then it will be marketed to specialised audiences. There is really nothing special about viral marketing it simply depends on how much money is going to be put in and what the end result is going to be.

    Occasionally some small time advertising agency will come up with a good idea but most of the time its just the usual crap - buy up a whole load of space to look unique, have a well known director make your tv ad, make advertising 'that isn't advertising', graffiti, tattoo peoples heads etc - all these ideas are just that, advertising ideas, just like coming up with a slogan to sell something, advertisers come up with novel ideas just so that people will talk about them and better yet so will the press. The only thing that actually makes it novel is the fact that people go on falling for it, and so it will carry on being used.

    The reason people carry on falling for viral marketing is because it doesn't fit a 'pattern' that people can easily filter out, because it is itself creating a new format with every new idea - people can copy past ideas like graffiti, tattoos, legal name changes etc but they will be filtered out quickly, the new ideas are what makes viral marketing work.

    --
    This comment does not represent the views or opinions of the user.
    1. Re:Yes by framedsheep · · Score: 1

      I'll add my thoughts on to this. Advertising agencies are in BIG trouble. They are expensive and ineffectual at what they do these days. On the other side of life, their clients are often ignorant, pedantic, risk-aversive, cheap and give impossible timelines to create good work - that is - work that communicates their message. Before anyone starts to bash the ad agencies, consider that they are being had over a barrel by their clients with their ridiculous ways of doing things. They call this modern business. In an ideal world, all forms of marketing communications / advertising should be aimed at integrating the diverse forms of media to provide a holistic brand communication, not some sporadic and often diluted flurry of images, sounds and taglines that by and large only end up confusing potential customers or clients, than informing them. Viral communications are an attempt to slip beneath the radar in the hopes that 'brand experiences' with an 'online experience' will enhance brand perception[s] and therefore translate in to something tangible like a purchase. Like with all advertising, it is difficult to truly know how effective viral communications are - there is still a great deal of debate as to their effectiveness and what the ROI is for both client and agency. A smart brand strategist would make an evaluation of the selected target audience[s] and then based on their research, would devise a campaign that may include all the elements / tools at their disposal - TV - Print - Cinema - Experience - Internet [Viral] - DM - or they may select one or more elements and then develop creative concepts and ideas around the media. The rest of the herd and I mean the majority today, still pick the 'big ticket winners' of TV & Print, because this is where they make a lot of their money - and - this is what the most 'prestigious' awards are given for. The vanity of ad agencies should not be underestimated here - I'd attribute a lot of the crap that they produce to their over-inflated ego's - but anyway. An advertiser.

  28. Not good. by Anonymous Coward · · Score: 0

    Ads you want to see already exist. They're called news, videoclips, movies and other public interest broadcasts.

    Viral marketing example:
    Person A: Hey, did you saw Da Vinci Code? It's a great movie!
    Person B: No, I will :)

    Simply put, Da Vinci Code movie is a big ad for the book.

    The only way to really know if something is good for you or not is to try it.

  29. I don't care. by SanityInAnarchy · · Score: 2, Insightful

    It's true that eventually, viral marketing may become less effective than it is now. But since it's based on me watching because I want to watch, all I have to do is watch the ads I like. Hopefully, it'll become popular enough that the bludgeon-you-over-the-head ads go away.

    As a consumer, that's really the Grail for me -- get rid of the bludgeon-you-over-the-head ads. No more spam, no more commercial breaks (or maybe one at the start and halfway through a show, instead of every 10 mins.)

    I really do wish the best for people and their products, but at the end of the day, I'm going to buy the product I think is better. Your best bet to get me to buy computer hardware is to have it competitively priced and carried by Newegg, not to have an annoying jingle at the end of every Dell ad (Intel Inside). Advertising as a whole just isn't a reliable way to get intelligent people to buy your product -- there's a good chance you'll just annoy the potential customer out of buying the product in the first place. Case in point -- I, and most of my friends, stopped buying Pepsi because we were so annoyed at the Pepsi girl. We bought Coke instead, until years later, we finally learned to think for ourselves. Now I buy Pepsi because I think it tastes better.

    So, take that marketing budget and fold it back into the company. Spend it on improving your product. Rely on word-of-mouth, and realize that it spreads insanely fast over the Internet. And if you must, use viral advertising, so that I don't have to watch it.

    --
    Don't thank God, thank a doctor!
    1. Re:I don't care. by Mr_eX9 · · Score: 1

      Look at what word-of-mouth has done for Sega. It's all but killed them.

      The point of advertising is to get the product's name out there. People aren't going to buy something if they've never heard of its maker or its brand before. Decision-making isn't always as easy as going to the electronics store and doing a side-by-side comparison of various TVs. Sometimes it just comes down to what you've heard of.

      "Rely on word-of-mouth" sounds great on paper, and it would probably work out if EVERY company decided to do it, but that's not realistic. Companies want you to know that they exist and that they want you to buy their products, and they're clearly willing to pay out the ass to do it.

      That said, viral marketing and (realistic) product placement is the future. As you've said, forcing people to watch ads not only annoys potential customers, but the company paying for the advertising might be pissing money away, since you can just not look at an ad in a magazine and you can skip past TV commercials with TiVo.

      I'm all for freedom of speech--it's great that all of these companies want me to know about their products--just as long as they do it in a way that isn't annoying.

    2. Re:I don't care. by $sjfsjf · · Score: 1

      You should come live in Britian, the BBC has no ads. It's pure heaven.

    3. Re:I don't care. by Anonymous Coward · · Score: 0

      Ummm...

      You don't have to drink coke or pepsi. Cola is for consumers - I haven't touched it in years because it's really cheap and nasty. Why don't you try some juice next time - it has an authentic fruit flavour.

  30. I think it's slimy by Saeger · · Score: 2, Insightful

    The key thing I want to know about any "viral marketing" is WHO engineered the virus in the first place? Was it a stealth marketing shill trying to "subvert the cluetrain", or was it a truly grassroots meme like the Mentos+Coke thing?

    If it's the latter, I'm fine with it, because it's genuine, but the former is just dirtier than even massmedia ads because the manipulation is sneekier and you KNOW the bastards are laughing all the way to the bank. At least with conventional ads you know someone's trying to sell you; with viral/stealth marketing it *could* be authentic, but it's more likely to be just some smirking jackasses taking everyone for a ride.

    --
    Power to the Peaceful
  31. That's the point by SanityInAnarchy · · Score: 2, Interesting

    If people do learn to filter it out, the advantage of viral advertising is, they won't have to watch it anyway.

    With traditional advertising, people filter it out, but still have to watch it, wasting their time, their power (having the TV on), the broadcasting company's time, etc. With viral advertising, only people who actually want to watch it will waste your resources pulling it down.

    I've never seen anything conclusive to say that subliminal messages work, or that in-your-face ads work. I only have my own ancedotal evidence: I buy things based on word-of-mouth (reviews, Slashdot, etc), and the most effective way to get me to buy something is to make a good product and have it listed on Newegg, Thinkgeek, or whatever store I end up in.

    --
    Don't thank God, thank a doctor!
  32. Ironic... by bearinboots · · Score: 1

    Did anyone find it ironic that one is forced to sit through an enforced ad in order to read the article?

    1. Re:Ironic... by PhxBlue · · Score: 2, Informative

      I never saw an ad. Adblock is my friend ...

      --
      !#@%*)anks for hanging up the phone, dear.
  33. Hummm the first entry in google... by Anonymous Coward · · Score: 0

    Isn't a wiki and is this. Humm, viral marketing from a "web marketing today" site.

    While others smarter than I have attempted to rename it, to somehow domesticate and tame it, I won't try. The term "viral marketing" has stuck.

    The medium that carries your marketing message must be easy to transfer and replicate: e-mail, website, graphic, software download.

    What proliferated "Netscape Now" buttons in the early days of the Web? The desire to be cool. Greed drives people. So does the hunger to be popular, loved, and understood.

    Ewww & eek! Funny/scary reading this kind of stuff from a maketing ... person....

  34. Re:Ad content Vapid by RobertLTux · · Score: 1

    At Wendys???

    Can you imagine the Possibilities of Blade razor/ car /sun screen/shoes tie-ins??

    --
    Any person using FTFY or editing my postings agrees to a US$50.00 charge
  35. It's not become the norm.. by kbox · · Score: 1

    Viral marketing has just been rightfully seen as the best type of marketing (which it always has been), Which is good because it means developers concentrate on coming up with really good ideas instead of producing an average idea, then relying on the marketing department to convince people it is good and something they want to use. If anything i am surprised it has taken people this long to relaise this. It's common sense isn't it? If 10% of visitors tell one of thier friends you will have a million unique hits a day before the week it out.

  36. a week? by the.Ceph · · Score: 1

    A week, bah that's childs play. Snapple bought all of WFNX's ad time for 40 days. Two more weeks before I have to listen to real ads again and not just a quick plug for Snapple.

  37. Re:What a concept! and by the way by callingalloldhippies · · Score: 2, Informative



    I really don't care to become personally familiar with ANY product whose last sentance contains the last three words :side effects may include ... AND OR DEATH!

    Does anybody remember (think it was BBC) Comedy show used to run on Canadian T.V. "This Hour Contains 22 1/2 Minutes". IIRC

    Content from Ad Agencies? I don't know. We can't get CONTENT from the mass news media...repetition, propaganda. and plenty of bull, but meaningful content is in serious short supply anywhere.

    --
    "Never try to teach a pig to sing. It simply wastes your time and truely annoys the pig"
  38. Repetition by Triv · · Score: 2, Interesting

    full disclosure: I work in advertising.

    There are a lot of entertaining ads out there, the problem is they're only entertaining the first few times you see them, then they get boring. Then annoying. Then grating. I've seen some (supposedly) good products strangle themselves with over-exposure, and the thing is, while showing an ad more often gets you more impressionable eyeballs, it also alienates the customers you might've had, had you not bludgeoned them over the head with your thirty second spot.

    The solution to this is tricky. Rather than producing a larger variety of ads, I think companies should move the bulk of their content to the internet - if people are actively looking for your information they're less likely to be annoyed by it. (Please note that I'm not talking about banner ads, here, I mean sites dedicated to providing product information in as friendly a way as possible.) There are all sorts of reasons why this won't work, namely that most people (unlike this crowd, I'm sure) don't watch TV with a laptop nearby just in case an interesting URL pops up on the screen, but it'd be a nice thing for them to consider.

    1. Re:Repetition by Anonymous Coward · · Score: 0

      A very good point, sir, and I appreciate the fact that there exist people in advertising who acknowledge this truth. I fully intend to avoid purchasing Geico or Progressive insurance for precisely this reason. It was obscene when the same commercial appeared during every commercial break. It became enraging when they began to be broadcast multiple times before the show resumed. Oh to be able to administer a beating with a 2 by 4 over the phone...

    2. Re:Repetition by Anonymous Coward · · Score: 0

      Kill yourself.

    3. Re:Repetition by Triv · · Score: 1

      Kill yourself.

      Hey, lookit that. An AC made a funny. Except he didn't because Bill Hicks did it first and included, you know, context and stuff.

      Congratulations for making one of the funniest men ever suddenly not. Takes talent, that.

    4. Re:Repetition by MrMr · · Score: 1

      I guess some people have caught on to that idea as well; In radio ads around here I've noticed an enormous amount of 'URL's'. Last week I counted 17 requests to visit a company web-site out of 24 ads in the morning rush-hour advertising surrounding the traffic information. They must hope the name sticks long enough to make it to the office.

    5. Re:Repetition by Anonymous Coward · · Score: 0

      Wha?

      Kill yourself, please.

    6. Re:Repetition by gowen · · Score: 1
      Congratulations for making one of the funniest men ever suddenly not. Takes talent, that.
      Hey, Denis Leary made a career out of it.
      --
      Athletic Scholarships to universities make as much sense as academic scholarships to sports teams.
  39. They don't get it... by NewToNix · · Score: 1

    They obviously think it's about the brand:

    Lacking traditional measurement tactics, "what you really want to do is get the brand talked about," Mr. Jeffrey said. "Viral marketing is all about engagement with the brand."

    All those great clips that get emailed to me (none of which I can remember what 'brand' was involved) are +5 Funny (or at least a +3) - and that's the deal, nothing else.

    So if they succeed at getting a viral ad going (depends on creativity, not on brand), they still lose marketing wise.

    Mr. Jeffery has already show that he fails to see this - he thinks it's about engagement with the brand... well only if the brand is the butt of the joke (why Nike/Sweatshop, got a little traction).

    Otherwise it's about the humor, and the brand is lost in the laugh (how many of you can, off the top of your head, remember what company the "Trunk Monkey" advertises? And would it influence you to buy whatever it is?).

    Nice idea though, but if it works at all, it would work better just to release it (seed it) on a few well chosen 'laugh of the day' type sites.

    But then, my bots look at ad's for me anyway, so what do I know - I never see 'em... so it's just another uninformed /. opine.

  40. Publicity by NitsujTPU · · Score: 1

    or is this just a short phase to gain publicity?

    I'm pretty sure that most ads are made in an effort to gain publicity.

  41. I ignore emotional ads and read labels instead! by Rick17JJ · · Score: 2, Interesting

    Perhaps I am mistaken but, personally, I do not believe that my purchasing decisons have ever been greatly influenced by all those advertisements which emphasize style, emotional needs and brand recognition over substance. I when I buy groceries, I read the labels and avoid anything that has the word hydrogenated in it, because I try to avoid transfats (which recent research has shown is even worse than saturated fats). I also check the label for details such as saturated fat and calories. I then compare similar items on the shelf for the price per ounce. I only purchase eggs them from the health food store and look for a label which says things like "free range" and "no hormones" partially becuase I belive "free range" is a more humane way to range chickens.

    When purchasing a car or major appliance, I go to the library and check to see what consumer reports magazine has to say. When purchasing a computer or computer periperal I check a computer magazine and then go on-line and check to see if the product is compatible with Linux.

    During election time I would never vote for a candidate on what was said in a campaing ad based on a few slogans and misleading one-sided brief sound bites. I always try to read up on the issues and canditates to at least some extent to make a proper informed decision or else I don't vote at all. To me it seem that it would be better to not vote at all than to base my vote on the emotional appeals and missleading statement found in televison ads.

    So anyway, it amazes me to think that conventional advertising must work as well as it does. Does it acutally work equally well on all of us? Do we all make our purchasing decisons based on emotional nonsense? It is amazing how uninformative and usless most advertising is. By the way, I am not acutally, sure what this new "viral advertising" technique would be like

    1. Re:I ignore emotional ads and read labels instead! by MrMr · · Score: 1

      Does advertising work as well as claimed at all?
      After all, the claim of success is made by advertising agencies and marketing departments.
      Both parties have an obvious interest in higher advertising budgets.

  42. It's just the latest fad in ads. by Opportunist · · Score: 1

    Take a look at the history of marketing and you'll see that every generation had its "perfect" marketing. In the beginning of TV, it was the "company sponsored broadcast", with companies sponsoring news or information, then it was the "company sponsored show", where companies, often exclusively, sponsored game shows. Then we got soap operas (that show genre even got its name from the marketing behind it), we got commercial breaks, we got targeted flyers, we got... well, you name it.

    "Viral marketing" is the latest fad, the new "perfect way to reach your customer". Give it 5 or 10 years, and we'll get something else that tells us we just need to spray chemicals under our armpits and that we won't be happy with our life until we got a new car.

    --
    We used to have a Bill of Rights. Now, with the rights gone, all we have left is the bill.
  43. Want? WANT? by Opportunist · · Score: 1

    The customer doesn't know what he wants! He wants what we tell him to want, and we gotta make sure that he knows that if he does not want our product, he's a moron! His neighbor wants it, his aunt wants it, his dog wants it! So HE HAS TO WANT IT.

    I need a chair to throw.

    --
    We used to have a Bill of Rights. Now, with the rights gone, all we have left is the bill.
  44. Works only if it's not overdone by Opportunist · · Score: 1

    And considering the way Ad companies work, it WILL be overdone.

    When it's overdone, people get fed up with it. It's like those joke-mails. Remember them? You got them, some mail where someone told a witty remark or a joke, you'd forward them to your friends 'cause, well, they should have some fun too.

    Yes, it's funny for the first 100 or so joke mails you get. Then it starts being annoying.

    --
    We used to have a Bill of Rights. Now, with the rights gone, all we have left is the bill.
  45. Simple Answer..... by IHC+Navistar · · Score: 0
    think advertising, in general, has gotten *WAY* out of control. Companies think that showing us their product is going to make us get up, go to the dealership, and buy a new car. Advertisements have invaded every aspect of daily life, and have become far more annoying than even some medical illnesses. Politicians need to know that companies DO NOT have the right to shove their unwanted products down our throats. For example, who in the hell wants to hear about a vaginal herpes medication (Valtrex) or urinary medications (Avodart) DURING DINNER?!?! By the way, if you think showing my a laxative / stool softener commercial while I eat my meatloaf dinner is going to make me go out and buy it, get real. Seeing how companies are hyperfocused on consumers, Ii stnd in front of you, with ou sitting on the couchdoubt any marketing heads stopped to think about how many potential consumers they are aggravating.

    Look, companies should be able to advertise their products, but it is clearly obvious that they have grossly abused this priviledge by saturating every aspect of daily life with advertisements. As much as I hate more laws regulating society, I think that someone needs to start slapping some duct tape over the mouths of companies who abuse avertising.

    -----

    Sig Sauer

    --
    Knowing Google's lust for data collection, the Soviet Union is still alive and well inside the psyche of Sergey Brin....
    1. Re:Simple Answer..... by toddestan · · Score: 1

      For example, who in the hell wants to hear about a vaginal herpes medication (Valtrex) or urinary medications (Avodart) DURING DINNER?!?!

      If the ads are so annoying, then why do you still watch TV during dinner?

  46. Be grateful we don't have real viral marketing by Beryllium+Sphere(tm) · · Score: 1

    What if "viral marketing" was more than just a metaphor for word-of-mouth marketing campaigns?

    Some viruses and parasites will rewire the host's brain to help them propagate themselves. The rabies virus is an obvious example. What if someone used real genetically engineered viruses for "viral" marketing?

    Vernor Vinge, in _Rainbows End_, imagines an all-too-plausible future in which tailored viruses are released into the population to make people more susceptible to ads for honeyed nougat. Honeyed nougat was just a test: the other possible applications were terrifying.

  47. Huh ?? by PenGun · · Score: 2, Insightful

    I have not seen an ad for years. Huffington looks exactly the same to me. You mean there are people who don't have all ads turned off ??? ... Well I just assumed ... you know it's so easy .......

        PenGun
      Do What Now ??? ... Standards and Practices !

  48. Turn DOWN the commercials! by Anonymous Coward · · Score: 0

    Perhaps they'd do better if they didn't jack up the volume on the commercials, I mean, they didn't used to.

    Maybe it is just my cable operator, but commercials have become increasingly loud in recent years. They are so loud that now I either walk away, turn off the TV, or mute it. They had a better chance of getting my eyes when they weren't SO obnoxious that action had to be taken.

    1. Re:Turn DOWN the commercials! by fishbowl · · Score: 1

      Since getting a DVR, I am only vaguely aware that they still broadcast commercials on TV.

      --
      -fb Everything not expressly forbidden is now mandatory.
  49. As a mass marketer... by SonicSpike · · Score: 2, Informative

    ... I will tell you that it isn't dead.

    I have a minor in marketing and have been invovled in marketing in some form or another since the age of 16 (I'm 24).

    There are different types of marketing, direct marketing and "top of mind" marketing.

    Direct marketing is designed to generate sales or leads. Top of mind advertising, sometimes called branding, is more modest but designed to have the potential customers keep the brand or company in the top of their mind. Budweiser commercials are a good example. Seeing a Bud ad isn't going to make you go to their site and order beer, or run out to their store to buy a 6-pack. But it will keep their brand, image, and logo in the back of your mind so that next time you have a choice of beer, you will possibly try Bud.

    Also, if mass marketing is dead, why are billions spent on it a year?

    Now, I agree that newer, more innovative and more inventive types of advertising is coming about which I think is due to complaceny and becoming jaded at seeing so many ads all the time. Also since people are starting to interact with their media and not just sit and watch or listen to a broadcast this has forced those wanting to promote or sell to evolve their methods. That is called progress.

    And you are right, next to PR (un-paid for publicity from a reputiable source), word-of-muoth advertising is the best you can get bar none.

    --
    Libertas in infinitum
    1. Re:As a mass marketer... by hsmith · · Score: 1

      well, i shouldn't have said it is dead, but no one cares about it anymore. people have become so swamped with marketing that they have backlashed against it. Ad's treat us like we are idiots and we are bombarded with them, THAT is the problem.

    2. Re:As a mass marketer... by SonicSpike · · Score: 1

      I can agree with that. I hear waaaay more than my fair share (I work at a radio station), and I also market for national ad campaigns on other media.

      The trick is to target and segment the market such that your ads are focused and aimed at the demos you are trying to reach.

      For example, if /. starts to put up ads about tampons or even something like a new car or perscription drug ad or whatever, that in my opinion is poor advertising (called shotgun). But if they put up ads for techno-gadgets, laptops, the latest Linux distro, thigns that fit this demographic and psychograpic, then the advertisments are not qutie as disruptive and annoying.

      I own a website with 10k members and the site is for owners of General Motors diesel trucks. The only thing we advertise on the site are items that are relevent to that specific market.

      --
      Libertas in infinitum
  50. Of course.. by musakko · · Score: 1

    This thread suggesting that viral marketing will become the norm is also a form of viral marketing

  51. "This hour has 22 minutes" by Merdalors · · Score: 1
    That was not BBC: it was the Canadian Broadcasting Corp. (CBC). "This hour has 22 minutes" was produced by the Salter St. company, out of Halifax.

    Rick Mercer; the Quinlan Quints; Cathy Jones (sexiest smile on TV). Fantastically funny stuff.

    --
    Slashdot entertains. Windows pays the mortgage.
  52. Link to the ads by Anonymous Coward · · Score: 0

    http://www.huffingtonpost.com/jwt/ This should be added to the main article

  53. Viral marketing - blah by billcopc · · Score: 2, Funny

    I hate the term "viral marketing" as it is used to represent interesting content as opposed to "forced-down-your-throat" ad propaganda. Many years ago Bell Canada got into this "viral marketing" stuff by hiring a comedian to do their TV ads in Quebec. Now I hate telecoms even more than I hate buzzwords, but the ads were hilarious and everyone either loved or hated them, but all knew of them. Many people even recorded or downloaded them.. some used them as an answering message or ring tone.. you'll be hard pressed to find a Quebecer that won't chuckle or even sing along if you say "Bonjour Toto". The ad campaign was an explosive success.

    Cue to the crappier ads I've seen locally, one for a huge used car dealership "Mega Automobile". They hired some coked-out ditz to overpronunciate catch phrases from a cue card while frenetically bouncing her empty head on each syllable. Just as cheesy as the stereotypical used car salesmen that work there. At least they could have hired a coked-out bikini ditz instead.. hell just stick a picture of Kermit the Frog on the screen for 30 seconds, it would probably work better than the cookie-cutter no-budget bullshit they pulled.

    --
    -Billco, Fnarg.com
  54. p2p by zypres · · Score: 2, Funny

    If I download a film, and tell my friends to do the same, would that be Viral marketing?

  55. uncoordinated white guy by Anonymous Coward · · Score: 0

    "uncoordinated white guy", supposedly funny yet unconciously perpetuates racist attitudes. "Oh you're black, you must be good at sports", "you're white? You will make an excellent accountant". All total bullshit.

    Please just stop it.

    1. Re:uncoordinated white guy by MyLongNickName · · Score: 1

      Sorry. I must be totally insensitive. I blame it on being a priviledged white guy.

      --
      See my journal for slashdot ID's by year. Mine created in 2005. http://slashdot.org/journal/289875/slashdot-ids-by-year
  56. So this article is an ad right? by spezz · · Score: 1

    For what?

    Halo 3, The Legend of Simon Conjurer...what?

    1. Re:So this article is an ad right? by MrMr · · Score: 1

      It's an ad for an advertising campaign.

  57. Viral Branding RIP by sielwolf · · Score: 1

    Of course even now the branding mindspace is getting filled. Check out "The Persuaders" episode of Frontline (PBS lets you watch it for free). The idea was that consumers got acclaimated to broad comparitive marketing and so the idea of Branding became the one true way. All products are functionally the same so you buy Nikes because they let you "Just do it" or Cheerios because it is what you ate as a child (even if that isn't true). Things are sold to you impicitly now: you see it on the street, everyone else has one, a trusted source advocates for it.

    The best part about "The Persuaders" is how even that is starting to have a limited effect. The example they use is Song, Delta's regional service re-branded for the big world. The producers follow the whole branding process...

    and how it doesn't work. No one knows what Song is. They remember the adverts but it doesn't link to a need (and thus no way to sell a product to satisfy it). The postscript of the episode is how Song has gone belly-up. Another dead body. Next song.

    --
    What is music when you despise all sound?
  58. It's called Viral Advertising because it's a VIRUS by Bushido+Hacks · · Score: 1

    The Virus (a.k.a. Television) continues to spread its SICKNESS (a.k.a. mindless, passive, apathic consumerism). Fortunately, there are "doctors" working for a cure.

    --
    The Rapture is NOT an exit strategy.
  59. Neither Hitler nor Stalin ... by hummassa · · Score: 1

    did forget about Poland. Thanks for coming, I'll be here all eternity.

    --
    It's better to be the foot on the boot than the face on the pavement. ~~ tkx Kadin2048
  60. I disagree... by Ogemaniac · · Score: 1

    When it comes to goods such as hygiene products, what distinguishes the name-brands from the knock-offs is so technical that only an incredibly small fraction of people could understand. The "Buy Pantene Pro-V because our surfactants have been highly engineered to facilitate the wetting of..." wouldn't be very engaging. Big hygiene companies like Proctor and Gamble or Johnson and Johnson actually employ a large number (many hundreds) of scientists and engineers who are engaged in product improvement. The knock-offs then try to emulate the look and feel of name-brands, without the proprietary ingredients.

  61. viral, by debiansid · · Score: 1

    or is this just a short phase to gain publicity

    Yes

  62. Targets of advertising by some+guy+I+know · · Score: 1
    Advertising as a whole just isn't a reliable way to get intelligent people to buy your product
    But most ads aren't targeted at intelligent people; they are targeted at the majority of the population, i.e., the slack-jawed mouth-breathers who
    • were stupid enough to re-relect both Bill Clinton and George Bush,
    • think that the Earth was created 6000 years ago,
    • think that hip-hop is music and that Britney Spears (sp?) has musical talent,
    • believe that ghosts and UFOs exist,
    • can quote vast quantities of statistics concerning their favorite sports team but can't make change for a dollar without using a calculator,
    • feel qualified to pontificate about U.S. foreign policy (pro and con) vis a vis Iraq, but can't find it on a map of the world, even when it's labeled,
    • think that Global Warming is Left-Wing communist propoganda,
    • think that Global Warming is a Right-Wing capitalist conspiracy,
    • think that the government should stay out of people's lives, except for banning homosexual marriages,
    • think that the government should stay out of people's lives, except for giving money to people who knowingly live at or below sea level and then are surprised when the odd hurricane-fed storm surge floods their neighborhood or city,
    • will give up their essential liberties for a little temporary security,
    • sue fast-food resaurants for making them fat,
    • don't know the difference between "its" and "it's",
    • have nothing better to do than correct people who don't know the difference between "its" and "it's",
    • have nothing better to do than make a stupid list complaining about slack-jawed mouth-breathers and post it to Slashdot,
    and so on and so forth.
    --
    Those who sacrifice security to condemn liberty deserve to repeat history or something. - Benjamin Santayana
  63. PES by paxilbyte · · Score: 2, Interesting

    PES has been doing "viral marketing" techniques for years. Check out CoinStar for example.

  64. Fuck you, marketers by Legion303 · · Score: 1

    Too little, too late, marketing drones. Years of being beat over the head with the lowest common denominators in advertising schemes have forced most people to actively shun your idiotic bullshit. I don't care how "clever" you fucks think your ads are, they're going to be blocked.

  65. In Soviet Russia... by grimJester · · Score: 1

    ...geeks who don't use deodorant make fun of YOU!

  66. How viral marketing works by Cro+Magnon · · Score: 1

    I see a McDonalds commercial. I throw up. My friend sees the vomit, and it reminds him of McDonalds.

    --
    Slow down, cowboy! It has been 4 hours since you last posted. You must wait another few hours.