April 16, 2009

Viral can be bad for you.

In the past couple of days there have been several viral sensations. Some good and some bad – especially for Domino Pizza who will be in damage control mode for months after two employees posted videos on YouTube where they added their own ingredients to the food. Meanwhile Susan Boyle, a plain-looking woman from Scotland tapped into the emotional void of a nation by singing her heart out on Britain’s Got Talent. At the last count she had over 11 million views of her video. On his blog Giles Rhys Jones talks about how “viral agencies are the new ad agencies”.

His example of the Samsung LED sheep shows that you can capture a lot of attention in a short space of time. Will those viewers go out and buy a Samsung TV? Or will they just click to the next video of some idiots farting on a sandwich? When viral viewing can have a measurable result on sales then we can declare the end of traditional agencies. In the meantime agencies just need to stay on top of the trend but not throw out the baby with the bath water. Mmm, that sounds like another viral video.

Read the blog post from Giles >

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