The 4 Key Ingredients of a Killer Viral Video Sensation

westjet viral videoThough deep into the bosom of August, I thought todays Monday Marketing Masters session showcasing a 2013 Christmas campaign featuring Canadian airline WestJet would shake us out of our summer doldrums. Here you will see an example of viral video happiness so fabulous and heartwarming, so filled with generosity, shock and awe, that viewers can’t help but share. Hence a viral video ad campaign that as of today has been viewed over 36,000,000 times across multiple platforms. For a reason.

Granted, as a small business you might not have the massive ad dollars it would take to create a video of this sort, to publish spots on major channels, not to mention the costs of…well I don’t want to give it away, you’ll have to watch; HOWEVER, there are some absolute take-away’s from this campaign that can be applied to a brand of any size.

WestJet continues to pump out innovative and out of the box videos, which since the success of the WestJet Christmas Miracle campaign, now command a much larger and viral following of their own, thanks primarily to the great success of this one.

See for yourself: [Read more...]

9 Examples of How a 404 Error Page Can Be the Best Marketing Strategy Around

uh-oh-spagettios-404-paggeWelcome to the 6th in the Monday Marketing Masters series, bringing you my take on the best of the best marketing and branding strategies out there today. Still chugging!

I was watching a TED talk today on a topic only a geek like myself would be attracted to, I thought…until, it occurred to me that, nope, this simple strategy is a mostly untapped opportunity for small businesses and marketers, myself included, (and I need to get on this. So do you). Then I got a little OCD and decided to hunt down some of the best, funniest, most creative and smart 404 pages out there now. It occured to me that a 404 error page can be the best marketing strategy around, or at least a component of it.

When you are finished reading, this your homework is to create one for your own site or blog and to report back with what you’ve come up with. They’re not hard to create. I’ll show you mine if you show me yours. Really.

First lets explain for anyone who doesn’t know, what a 404 page is. A 404 page is that annoying page you occasionally stumble on that tells you that you’ve either typed in a broken link, an incorrect URL, or a non-existent page on a website.

They usually go something like this: [Read more...]

Let Me Walk In Your Shoes, TOMS

toms-one-for-oneLast week in mall:

Daughter: “every time you buy a pair of shoes from TOMS another pair is donated to children across the globe that can’t afford shoes”

Me: “True. And yet, still pretty pricey!”

Daughter: “Can I have 2 pairs? I really want to give”

Me: “ummmm….sure?”

TOMS Shoes was founded in 2006 by Blake Mycoskie, an entrepreneur from Arlington, Texas.  Inspired by a trip to Argentina (where Blake was competing on 2nd season of The Amazing Race with his sister), Blake returned a few years later to do some volunteering and was moved at the sight of so many shoeless children running around the streets just outside of Buenos Aires.

According to Wikipedia:

“Mycoskie had learned that the lack of shoes was a problem that had a serious impact upon these youth, threatening the ability of the children to go to school, prevent infection, and so forth.[10]

A new model of corporate social responsibility, aptly named “Cause Marketing” was born. And from that, TOMS “One for One” campaign, whereby for every pair of shoes sold, Toms would donate a pair to a child in need of a pair of shoes, came to be.

What is Cause Marketing? [Read more...]

Airbnb Marketing Vine: Monday Marketing Masters

airbnb-vineThis campaign was a double whammy:

Founded in August 2008 and based in San Francisco, California, Airbnb a community site for people to list, discover, and book unique rooming spaces around the world online or from an smart phone, has spread like wildfire not just because of its’ unique and inviting concept, but also because it has matched its’ marketing campaign with its’ IT savvy, twenty and thirty something’s, social media rocking, young and hip audience, and invited them in for an opportunity to be part of the Airbnb marketing experience by taking part in an innovative marketing experience.

To advertise the Airbnb marketing concept of showing how everyone is finding their place in the world, the company created an offer to their thousands of Twitter followers that went like this:

The offer, sent out on Twitter,  (duh) which owns Vine, was an invitation to become part of a marketing video, and a movement, by sending in Vines (a Twitter owned app allowing you to take 6 second videos and do…well all sorts of things) , instructed the users to submit scripted shots from all over the world in the form of Vines, via Twitter. They compiled the vines and used the resulting film, entitled Hollywood & Vines, as a TV ad. It is comprised entirely of Vines and is a paper tale..trail… of adventure, discovery and belonging—the Airbnb theme. [Read more...]

Menu Title