Designer QR Codes: How does your business create identity?

For some, the craze of QR codes has come and gone without much flash. For others it is just beginning. The standard black and white QR as shown below does very little in the way of differentiating between brand identities. Is it for Coke? Pepsi? United Airlines? Who knows? Does it elicit any feeling? I didn't think so...  

That is where something like Designer QR codes come into play. In-turn many see this as a key driver in the re-birth of this technology.

A Designer QR code (quick response code) is a clever and imaginative way of taking a standard black and white code and transforming it into something which speaks and communicates about your brand and what it stands for. In essence they really captivate people's imagination in new and intuitive ways and allow for the connection between the physical world to that of online. They also allow for tracking of information such as geographical location, time and other key metrics useful to advertisers.

Another relevant point for this debate on the re-birth of QR, is noting the cycle we all seem to find ourselves within as relating to new technological innovation. It is well documented that as new waves of opportunity and capability are bestowed upon us, too often we as users and marketers are caught up in the romance of the technology itself and what it can do. However often times we do not pay enough attention to the actual applications which are best suited to the technology itself. This problem had certainly affected QR in an early adopter country like Japan initially via errant codes being placed in questionable locations which surely did not allow for the best use of its capabilities.

Where things get interesting, is that it seems as though marketers are catching up and finally understanding practical applications for the media. Enter in other developed markets such as the North America and some other European countries which finally have phones and infrastructure which are able to handle the technology. Now you have a potentially interesting mix of relevant experiences to draw upon from early adopter markets (both a TO DO and NOT TO DO list when it comes to application).

In returning to the newness of the Designer QR code capability, we have a technology that could really make some serious headway in connecting both our offline and online worlds in fun and engaging ways.

Here some 2011 Q3 global stats for QR code use, from research firm 3GVision via 2D Code blog editor, Roger Smolski:

• Worldwide usage on growth path: Q3/2011 growing by 20.0% over Q2/2011, with daily scans coming from 141 different countries around the world
• Barcode usage in North America continues to expand in Q3 with 42.1% growth in the USA and 35.1% growth in Canada compared to Q2/2011
• QR code activity in the Spain and Australia showed a significant growth in Q3 of 66.5%, and 50.9% respectively over Q2/2011

Top 10 users of mobile barcodes during Q3/2011

(1) 1. United States
(2) 2. Germany
(5) 3. Canada
(3) 4. UK
(4) 5. Italy

Top 5 growing countries for Q3/2011

1. Czech Republic (66.5 % Growth over Q2/2011)
2. Spain (65.6 %)
3. Australia (50.9 %)
4. USA (42.1%)
5. Canada (35.1%)

If you would like more information on Designer QR codes please contact us at BRANDPOINT Advertising. http://www.brandpoint.jp/en

Check out the examples below of other fun ways to use the Designer QR Code:

Are You Creating Cut Through?

As I sort through the various ad industry tweets that pop up daily, I am stunned by two things consistently. One is the amount of creativity out there on a global scale, which is always pushing boundaries and always finding new ways to reach people in such unique and engaging forms (SEE Nike Ice Cream Truck Video above). The other thing I consistently see is the herd mentality towards one particular idea, concept or media. At the moment and within my world, it seems to be DOOH signage (digital out of home advertising) and a lot of companies have jumped on this one and are pushing hard towards setting up shop within this domain.


In as far as DOOH goes, I get it. If done right with good content and good locations it can be fantastic. However, those two variables concern me the most as they can often be out of one's control.  Without hitting those two points, the media itself can be lost in the noise of everything else. Your big ad spend in this area can quickly turn into a glorified television set which has simply been placed in an unusual location. 


Does a digital screen in a convenience store window really stop you? Or what about CM's in train stations? Do they ever force you to stop and react? For consumers, is this media new? Do they not watch TV at home and see commercials daily? Have you heard anyone recently talk about a CM and how great it was? In essence does this create pull and pure memorable engagement? 


My point is that we as advertisers, agencies and media firms need to be careful about rushing into things simply for the sake of being able to. Sure things sound fun and the technology could be amazing but ultimately what kind of pull does it create? How does it make things memorable for the intended target?  


As we all know within advertising, if we can create something pure and memorable which can 'physically' elicit a reaction such as a smile, a look of awe, a shriek of excitement or something of that nature the media/content worked. We need not worry about the rest such as the social media play because that will naturally follow if your original strategic play was good.  


In essence, my advice for those of us within advertising is to really re-consider the fundamentals of what the industry is built on, which of course is engagement and ultimately action. The tools to do this have certainly changed and that is what is difficult. However, we need to be wise in choosing the right mix to achieve our aims. 

What Does 'PIE' Have to do with Advertising?

What does PIE have to do with advertising you ask? Well, quite a bit according to a recently launched experiment by the well respected global advertising agency Wieden and Kennedy.

PIE (Portland Initiative Experiment) refers to a project which is just as much ambitious as it is innovative and aims to partner start-ups with big brands and Wieden clients to 'curate technology and innovation.' 

In essence, they are supplying a cauldron in which they can throw in and brew all sorts of good stuff such as start-up creativity, passion along with a healthy dose of real world needs of big brands. All of which they feel could lead to a very interesting concoction which capitalizes on the shared and mutual learning and experiences from brands and the start-ups themselves.

The initiative has already gathered formal support and backing from Coca Cola, Nike and Target.

It works by W & K supplying office space to promising start-ups, up to $18,000 USD and and access to key investors and developers. Brands are to supply mentors which will work with the start-ups as per supplying information and insight along with guidance relating to the exploration of potential brand-alignments and business opportunities.

All in all, as stated it is an ambitious project but one that certainly offers huge potential for all parties involved. In particular, the lessons it offers to advertising start-ups are invaluable and could certainly spell the difference from simply creating a mildly successful business to one that is able to really penetrate and build its models to truly suit what the big fish out there are all after.

Hats off to W & K and I would love to see this experiment catch on in other parts of the world.

Outdoor Advertising: The King of Impact?

Simply looking at the photo posted above--which I might add is a train station platform that was temporarily converted to appear as a FedEx branded tennis court--I challenge you to consider whether you get this kind of impact with another form of advertising outside of outdoor? 


Keep thinking...


Anything? Digital? Print? Possibly television, however that is becoming harder and harder to pull off these days with reduced attention spans.


This FedEx campaign truly signifies what outdoor advertising and more succinctly what 'experiential advertising' can do when done right. For those of you, not immersed in the world of advertising, 'experiential advertising' refers to allowing customers to engage and interact with brands, products, and services in sensory ways. It's the difference between telling people about features of a product or service and letting them experience the benefits for themselves. It is often used to drive sales and increase brand image and awareness. 


In this FedEx campaign, they used Wimbledon’s Tennis Championships main commuter station, Southfields, and transformed it into a lawn tennis court for the duration of the games.

This complete hijacking of a major station has certainly allowed FedEx to effectively connect the brand much more prominently with sport just ahead of the Olympics. They have also done it in such a way that it undoubtedly captures the attention and imagination of people. 

What is even more clever I feel, is that when something like this is done right, it also has the potential to become a viral geographical play. WIth a global brand such as FedEx and an assumed strategic objective of turning something like this into a viral spread, one can really see the value this offers to their brand. Good content as we know, is endlessly posted and shared via tweets, blogs and videos and something like this certainly fits those parameters of good posting/re-posting material for many. 

So to come back around, I challenge you to think of another form of media which can not only 'pull' people towards the brand in fun and engaging methods,  but also naturally fit into our newly developed habits of sharing and spreading of good content. 

Outdoor Advertising: The King of Impact?

Simply looking at the photo posted above, I challenge you to consider whether you get this kind of impact with another form of advertising outside of outdoor? 


Keep thinking...


Anything? Digital? Print? Possibly television, however that is becoming harder and harder to pull off these days with reduced attention spans.


This FedEx campaign truly signifies what outdoor advertising and more succinctly what 'experiential advertising' can do when done right. For those of you, not immersed in the world of advertising, 'experiential advertising' refers to allowing customers to engage and interact with brands, products, and services in sensory ways. It's the difference between telling people about features of a product or service and letting them experience the benefits for themselves. It is often used to drive sales and increase brand image and awareness. 


In this FedEx campaign, they used Wimbledon’s Tennis Championships main commuter station, Southfields, and transformed it into a lawn tennis court for the duration of the games.

 

This complete hijacking of a major station has certainly allowed FedEx to effectively connect the brand much more prominently with sport just ahead of the Olympics. They have also done it in such a way that it undoubtedly captures the attention and imagination of people. 

What is even more clever I feel, is that when something like this is done right, it also has the potential to become a viral geographical play. WIth a global brand such as FedEx and an assumed strategic objective of turning something like this into a viral spread, one can really see the value this offers to their brand. Good content as we know, is endlessly posted and shared via tweets, blogs and videos and something like this certainly fits those parameters of good posting/re-posting material for many. 

So to come back around, I challenge you to think of another form of media which can not only 'pull' people towards the brand in fun and engaging methods,  but also naturally fit into our newly developed habits of sharing and spreading of good content. 

 

How to Ensure the OOH Prophecy is Realized

"Brands need to engage people in everyday life."


"With outdoor you have the freedom to connect everything together."


"The Outdoor category at the Cannes Festival of Creativity awards reflects the future direction of the industry."


"The very best campaigns are able to bridge the gap between the traditional categories and can push the boundaries further."


"Outdoor's endless opportunities will persuade clients to shift more of their focus and advertising spend to the medium."


These quotes are certainly powerful. The fact they come from a leading creative director--Ed Morris--and juror from the outdoor Cannes festival awards, gives them even more clout. 
These are the types of quotes and beliefs needed to further educate and inform brands and agencies that outdoor is a powerful and underused tool within an advertising arsenal. 


The fact remains that outdoor often accounts for smaller portions of budgets. At times this can require an intensive pitch to brands, of which I would venture to say a majority still think that outdoor is strictly represented by billboards. This of course couldn't be more untrue, as many of us within the world of outdoor understand. 


Despite these challenges, their is a true abundance of media options and solutions available to outdoor. The ability to really make a significant impact is real and will undoubtedly continue to build. It seems that Ed Morris' prophecy of an advertising age in which outdoor plays a major if not central role could be on its way. But to ensure all of this, 'the now' should represent an intensive period of education. 


Educating brands, agencies and properties in as far as how they all stand to benefit is the key for deepening the penetration of outdoor. Additionally, noting creative and unique ways to accomplish objectives outside the realm of traditional is also very much something which needs to be further refined. Lastly, and perhaps the most important I feel, is enlightening involved parties that outdoor truly is a bridge to a brands online play and investments. Outdoor can be the missing link for a genuine 360 degree campaign which aims to penetrate both the digital and physical realms. Presence in simply one sphere of a human's consciousness will not be enough to achieve that top of mind awareness that advertisers really crave. 


It does help that large brands are starting to get it. More and more successful case studies and even award winning campaigns are being developed. It also helps that digital giants such as Google and Microsoft lead this wave. To some, it may be ironic that firms which are defined by a digital existence should lead the charge. However, they seem to truly understand that one sphere of existence is NOT enough. A lesson which needs to be taught and re-taught to ensure that our bright  'outdoor' prophecy is realized. 

Emotion is the KEY in OOH

Out of home advertising campaigns are always based on getting attention. However, there are so many options and price points available ranging from standard billboards, guerilla stunts, digital and so on. The mix can be quite varied and diverse. The key question is centered on efficacy though. What will be the best value or mix for an effective campaign?


Well to answer that, an interesting study was released recently by a top Neuroscientist, Dr Phil Harris from the University of Melbourne. The study was based on what helps consumers recall such outdoor advertising. What it found was the importance of active information processing in aiding recall. The study clearly noted that simply noticing something is not enough for consumers to recall a campaign. Advertisers should be honing in on deepening engagement. The three key methods of ‘switching on’ consumers include emotional arousal, experiential learning and sensory branding.  


This is rather poignant stuff and simple decisions in the planning phase of a campaign can really go along a way in terms of really making a lasting and memorable impact.


Have a look again at Coca Cola's latest media and tell me, how do you feel from this? What kind of emotions would this elicit if you came across it in the course of your day. 


Do you follow?


Some conclusions and tips to be drawn from this?


1. Creativity in outdoor can and will create a powerful connection via emotional engagement if done properly (see this link)


2. Cost to achieve efficacy can be more at times, but in advertising or anything else there is little value in wasting time, energy or resources on sub-par results. Analyze the goals and make sure your media CAN really achieve them. (see this video case study for inspiration)


3. Forget standard billboards and posters unless they have some kind of creative or unusual flare. Can you recall the last time a billboard or poster made your heart skip a beat and 'pulled' you?


4. Seek out innovative OOH media firms. They are usually small but incredibly focussed and centered on delivering the results you seek (shameless self promotion)


5. Play with your media mixes. Make sure they can all connect and leverage off one another. 


6. Remember that the deeper the engagement or emotional arousal, the more likely the action will follow suit. All advertiser crave the spread of 'likes', posted pics, comments, tweets, Facebook engagement etc. That is where every advertiser wants to be and it is not as difficult as one thinks to create this spread through the right kind of media.

The Ad Industry Pivots in Japan...

The devastating tragedy suffered in Northern Japan earlier this year has had a huge impact on Japan and it's people in so many ways. The continued suffering across a range of social and economical areas is still very much real and prevalent. The advertising industry in Japan of course has not been spared and has really shifted and changed its stance on a number of fronts out of necessity.


For those of you living outside Japan and unfamiliar with some of the challenges faced, Japan is dealing with potential shortfalls of energy this summer as a result of reduced energy output capability. In Japan, the buzz word at the moment is 'setsuden' which basically translates as conserving energy. This has certainly created a lot of doom and gloom within the industry for some.  


This setsuden minded shift has made its mark in a strong way within digital OOH. Basically, it has knocked digital signage off of its most recent rise and trajectory in Tokyo. Immediately after the disaster, all digital signage was shut down. Now, what we are seeing however is more of a limited run on it during certain times and places within Tokyo. 


However the lasting impact here is that in speaking with many agencies, the types of questions they ask now are always centered on energy output. Detailed break downs and technical knowledge of energy related issues is a must for any electrical based media supplier. On the client side, many brands are quite reluctant to touch anything with a DOOH push for fear of being insensitive. I expect such a feeling to remain throughout the summer and even deep into the third quarter. 


However, such news is an opportunity for advertising firms to really pivot. As this has disrupted a lot of the usual media buying patterns, the opportunity for agencies or media houses to present new and effective mixes is certainly there. Ideas which might have been straight to the scrap pile, suddenly take on new relevance and importance if they promise to skirt setsuden issues. 


In essence, what I am trying to say is that despite difficult operating environments such as this one. It is always worth remembering that for every challenge faced, an opportunity will present itself if you have the right mindset and outlook.     

Interact, Engage and PULL!

I have made the case a few times over and provided stats which illustrate the rising power of OOH (out of home media) and what brands will do to gain attention. What we are starting to witness through more and more concrete examples is this phenomena. The cases of iconic brands stepping out of their ordinary comfort zones to interact, engage and 'pull' in new and effective ways seems to be on the up and up. I am sure this would make an interesting study unto itself and I would love to hear some definitive stats on this.  


In fact this noted trend was the point of one my recent tweets involving arguably the highest of high end auto brands Bentley and how it has stepped into OOH for the first time ever within the UK. They did a relatively safe OOH play with a billboard, however the significance is great. Before this they had been known as staunch supporters and purchasers of traditional media period. 


To further add support for this argument, I can present the case in which the company I own--BRANDPOINT Advertising--worked with the global fashion brand VOGUE for an OOH push last fall. They were looking to get help and exposure for their Tokyo version of their ultra popular 'Fashions Night Out' global event. What we did for them was outfit escalator handrails in high end shopping centers with media (Escalator Handrail Media) along with the hijacking of a basement parking garage of one of the most ritzy shopping centers in all of Japan with 'Parking Stripe Media' (PSM) (a media which is placed on existing painted parking lines). The PSM media was certainly out there for them and I feel pretty confident that such a move would have been off limits five to ten years back for a brand of that caliber. 


What both examples show however, are the risks brands are willing to take to once again interact, engage and 'pull'.  I am supremely confident that there are other countless examples to add support to the ideas raised in this post. I would be curious to hear others insight and thoughts on this topic.

Augmented Reality: The Future of Advertising?

What does a combination of computer interactivity, data, social media and the physical world add up to you ask? Well, for some it represents the entire future of advertising. These elements as noted above of course are the key ingredients to the various forms of Augmented Reality (AR) which are taking shape at a rapid pace these days. 


Just the notions of bringing something very static like a magazine, newspaper, poster, or even other physical world elements like buildings, consumer goods and outdoor structures to life has a very exciting appeal.


The biggest offering it allows I feel--and something I tend to harp about a lot within this blog--is the ability of connecting both offline and online media. This type of blending is key to establishing a highly effective connection point between the two realms we all seem to live within these days--namely the digital and physical worlds. Having this allows for the ever shifting and illusive 'top of mind' brand awareness to occur. That of course can then lead on to subtle yet extremely powerful media mixes in which buying decisions are being influenced, promotions realized and true ROI delivered. 


Our tools to 'try' and connect these worlds to date have been comprised of standard traditional media such as television, newspapers, billboards, posters etc. However, as you know these areas are waning in value and effect as they are built on 'push' models rather than the true gold of 'pull'.  As an OOH evangelist, I believe if outdoor is done right it can achieve 'pull' for an advertiser and ultimately make a strong creative connection point. If you throw in a successful AR campaign that pull factor could be massive! 


For perspective, just imagine, you are walking down the street and you have your smart phone out. As you survey the city scape you roll over a McDonalds building and up comes the latest promotions which magically appear in the air above and around the building. After finishing up lunch, you decide to take a stroll through a shopping district as a new pair of Nike's are needed. Once again, you bring up your handy dandy smart phone and enter your search criteria. You then do a 360 degree scan of the buildings nearby. Up pops the latest deals on Nike shoes. Great, you make a decision and enter one shop. Instead of trying on a number of shoes, you decide to grant that privilege to only a few styles. The weeding out process is all about projection mapping 10 or 20 different styles onto your foot. The top 3 are awarded the 'try on'. 


I am sure you get the point. These concepts while already available and possible in some respects are not far off in others. AR offers that unique blend of two distinct and separate universes. It is not hard to recognize the inherent value these technologies could offer with a little more streamlining and penetration. 


Lastly, if you are considering AR I have compiled some very basic tips that should be thought through before any project planning begins:


1. Make it easy to use
*There is no point making it overly complex and incomprehensible. Users will not go for it nor will others be able to endorse it if you need a manual to figure it out


2. Make sure it solves a problem
*Making an AR app for the sake of is not the way to move forward. Do some research and make sure there is a true need and problem 


3. Promote it with other innovative media
*Place the AR on platforms that unto themselves allow for specific targeting and buzz 
(see something like 'Parking Stripe Media' as an idea) 


4. Make it a utility
*Find a way to fit this into a persons life/routine and you have hit the AR jackpot! 


5. Support it
*Do not put this out for a 3 month run and judge. Build media mixes around it, nurture it and give the  investment of not only funds but time to see its worth develop


Have a look at some of these interesting AR campaigns already done for ideas. Or better yet, pick your favorite brand and do a Youtube search. Most big brands have started playing with the technology. 

Why Should Agencies Push 'Outdoor Advertising' More?

Outdoor advertising builds brands by providing the 'fame' which is essential for strong brand development, sustains the strongest brands and builds young brands. This was taken from a recent WPP study on brand equity and media activity. 

In addition, this study goes on to say that outdoor media creates a presence which allows for brand building and drives online search activity. This study is sweet music to the ears of many OOH professionals. The value in effective OOH is certainly known to many who handle the media, however for those not familiar with it there still seems to be a barrier of sorts for certain advertisers and agencies to fully enter this realm. 

One such challenge has been the lack of reliable studies such as this one. Additionally, metrics are viewed as haphazard at times and of course ROI  has been deemed questionable on certain types of media. That being said however, what this study shows is that there is true value if brands and agencies choose wisely and cater specific goals to leveraging the best of what OOH has to offer.   

Speaking of results, it comes as no surprise that OOH can drive brand development. That is fairly obvious and has been one of its strong suits for quite some time. What has been a pleasant discovery is how OOH is noted along with TV as being one of the two most significant drivers of online search activity. To take this even further, outdoor was shown to be more cost effective in this realm than TV. This basically challenges a lot of assumptions and conventions on what outdoor is good for. 

Being able to amplify and enhance digital ad spend would certainly be a whole new way to view outdoor and in essence start delivering and covering up some of OOH's inherent weaknesses--namely accountability and solid metrics. A recent outdoor campaign by McDonalds illustrates the power of these points as per sustaining brand development and also linking to digital for reliable measurement.  By all accounts this digital interactive campaign seemed to work for McDonalds and truly illustrates a lot of what OOH can do. 

What does this mean for you as an advertiser or agency? Here are some tips on effective OOH use:

1. Since OOH opens up a whole new realm for certain brands, the creative options to woo new or existing clients are huge and should be taken advantage of

2. You should NOT simply take existing media and creative design solutions from other media and plug them into OOH. The best and most successful OOH pushes are like anything else and require careful thought and consideration for the specific goals you have.

3. Explore the possibilities! Outdoor no longer means simply billboards. The media solutions available are wide and varied. 

4.  Take a look at existing digital plays and have a think as to how they could really be amplified using OOH

5. Have fun! Remember the goal of OOH is not to simply blast your message in someone's face but rather pull them in. Take lessons from the brands that are doing it right like McDonalds and others.

3D Advertising--Flash in the Pan?

According to a leading producer of stereoscopic 3D commercials and recent studies from multiple independent sources - including ESPN, Xpand and Texas Instruments- the use of 3D in advertising yields:

• 92% total recall of an ad 
• 68% of that number showing a higher likelihood of following through with a purchase of the product advertised
• average increase in viewer retention of 15% for 3D commercials

Did this catch your attention? Perhaps I ought to bing blogger.com to find a way for these words to magically pop out of the screen for you and then perhaps you will take notice. Those statistics are phenomenal. What advertiser would not want to be part of that? Of course, that explains the rush of sorts for certain brands to jump on this and for us as media providers to find ways to leverage such value. Statistics like that indicate that 3D is not some tiny trend which is here today and gone tomorrow. The silver screen is certainly using this as a way to revive sluggish box office sales and freshen things up for movie goers, so why not a deeper push within advertising to this point? 

For a nominal increase in cost but a huge jump in statistics that all advertisers want to see such as high retention rates, high brand recall and increased likelihoods for future purchases, it seems like a no brainer.

However, there are some good reasons as to why things have not taken off completely just yet.  The first one is certainly technology related and its limitations to date. Namely, I strongly suspect that the technology is good enough for home viewing but it has not penetrated deep enough via home equipped television sets, glasses. The second issue is the home programming. Of course there are some good examples of 3D programming such as the Discovery Channel, ESPN and others, however as a whole we still have a ways to go before networks will invest consistently in wholly 3D based programs.  Until this happens, most advertisers will not jump off their tried, tested and true 2D and accompanying huge metrics for this tiny--albeit a growing one--niche segment. 

In essence, I really feel that 3D advertising is like that rolling snowball analogy. It simply takes motion and a persistence in the beginning to get things moving. Before you know it, that tiny little snowball has picked up what was needed and is now boulder sized and thundering down the hill enveloping all in its path. It is at this point in which the advertisers will fully jump on. One has to look no further than 3D in movies for that type of thinking to be validated. 

My confidence in this is really based on knowing and understanding that the purpose within advertising at its simplest and core is providing cut-through to a targeted segment. 3D certainly offers the cut-through and now its merely allowing the channels to develop which will allow advertisers to reach out (pun intended) and attract.  Therefore, I do think it is here to stay and it is not even close to being a flash in the pan phenomena. Given time, you will see 3D penetrating even deeper into other forms of media via AR, billboards, other 3D optical illusions and of course more television and commercials. All sorts of fun stuff is on its way! 

A Blog Post about Cat Food and Advertising?!

Today's post is about Purina Friskies cat food. 5HYY2ZGJQ2F3 Strange you say. I completely agree. The reason for this you ask? Well, let's just say I was momentarily caught up in that that strange online phenomena of coming across repeated and multiple calls to action to watch some silly video. The fact that these videos find their way into a few social sites I religiously use certainly helps their cause.


Hence, I confess I succumbed and ended up watching this Purina Friskies video which the brand rolled out to promote three iPad-based games for kitties — Cat Fishing, Tasty Treasures Hunt and Party Mix-Up! The video at the end of this post shows cats “playing” the games. In case you think this is a joke, Friskies is quite serious. The games were created using HTML5/CSS3 and they work on other tablet formats, like Android, too. 


The spread of viral videos is not a new of course. It basically exploded onto the scene once Youtube and its amateur users figured out their groove. Now as we all know, creating something viral has gone corporate and there are many brands which are dying to figure out the secret formula and are investing in studying the social science and the 'how to' portion of this endeavor. 


However what a lot of this study and research shows is that there really is no true science or sure fire way to create something viral. That aspect still seems to be part of the magic in it all. However, from studying it there are certain things you can do which will increase the potential for your next video making its way around the net and of course capturing many 'likes' and accompanying buzz along the way. 


From what I have seen and read there are many things to address however for the sake of this blog I will keep it rather simple:

Be direct and don't waste time.

People have a short attention span online, so keeping your video short is the best tactic. By all means have a long version of the Viral that the most engaged viewers can seek out, but use a concise version to take to the masses. A minute is a good target to aim for.

Be entertaining / interesting

If your content interests people, they’re far more likely to keep watching and ultimately engage with your brand. Seems obvious, but it’s amazing how many people will create a ‘viral’ that is actually just a dry sales message. Whilst this approach can work for TV advertising, online viewers will just stop watching if they aren’t engaged. Online video campaigns generally work better for branding campaigns rather than explaining your newest product’s features.

Start with a BANG!

Get your key message across in the first 10 seconds of the video. People will make up their mind pretty quickly if they are gonna keep watching, so its key to grab their attention from the start. You should also plan for a drop out towards the end of the video.

Leverage the Love

If people have enjoyed your video they will be more open to engaging with other marketing content. Include a call to action at the end of your video – drive traffic to your FB page, YT channel or website.