Tuesday, December 8, 2009

A viral - guerrilla marketing hybrid

T-Mobile's "dance" spread virally, impacted spectators

Definitions (adapted from Wikipedia)
Viral marketing refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives through self-replicating viral processes by users spreading a message among their various reference groups and associations -- analogous to the spread of pathological and computer viruses. Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places.

How it's a hybrid promotion
Viral marketing: The T-Mobile video below was passed along to me by a family member, who had received it from a friend. Naturally, I watched the video since I received it from family... score one for T-Mobile!

Guerrilla marketing: As you watch the video, notice the reactions of the spectators. One can safely assume they talked about this to friends, co-workers and family for quite some time... score another for T-Mobile!

Three things that can be learned from this promotion:

  1. Businesses have the opportunity to make promotions that are not "just the same old thing". Such promotions can often cut through the clutter of advertisements that consumers are bombarded by on a daily basis.
  2. Fun can work... it does not always have to be about celebrities, sensualness or fear.
  3. People are willing to be a "message emmissary" -- passing along to others what they find fun, cute, interesting, unusual, etc.


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