Here is the recipe for creating a successful viral video marketing campaign.
- Create a very funny or “cool” video that’s relatable to your target audience.
- For cool, see Kobe jumping over an Austin Martin
- For funny, see Tide to Go Talking Stain - You should have a landing page or microsite that supports the video.
- For even greater exposure, your landing page or microsite should have some interactivity drawing users in, allowing them to express feedback or share the experience with friends.
In this latest viral marketing campaign from Nike starring Kobe Bryant, they do a great job at all three.
First, the very funny video of Kobe Bryant as a cheesy Insurance Salesman, selling Ankle insurance of all things (watch)…
Second, a well designed microsite that supports the video where visitors can access to view more content and explore the product being sold.
Thirdly, the microsite does a great job pulling users in with interactivity, asking them to submit an ankle insurance claim (for a friend). This process is pretty funny as you complete an ankle insurance claim for a friend which creates a video that you can send to the victim and many witnesses. In other words, you can share this experience with many people, adding to the exposure of the product at hand (which is Kobe’s latest shoe – the Zoom Kobe IV).
Personally, I think this is a HUGE win for Kobe and Nike. I can’t stop laughing while watching the video (Kobe sitting on a horse, selling ankle insurance to kids? Who thinks of this stuff – so funny!)
