Tuesday, August 29, 2006

Seven Deadly Sins: Advertising with Viral Videos

Will Video for Food offers the seven deadly sins of trying to use viral video for advertising.

From the post:
  1. Make a white and brown cow.
  2. Pretend you’re not advertising.
  3. Spend a fortune on production.
  4. Tell consumers instead of engage them.
  5. Do a video contest because everyone else is.
  6. Set unrealstic conversion metrics.
  7. Throw in the towel and decide to just advertise around viral videos.
"There’s going to be a huge market for individual directors that can shoot viral videos for around $20-$50K, and it makes it much easier to get an ROI on viral video when you’re not having to recoup a big fixed-cost investment in production.

Of course an advertising agency will probably mark up the director’s fees by 500%."


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