The “CLICK” and “SEND” form of marketing

IIPM, GURGAON

Today, it’s ‘online’ that clients are making a beeline for. Viral marketing is much cheaper than traditional methods. It’s more believable than a regular advertisement. It’s more interactive and interesting than the mundane marketing gimmicks. So when Axe wanted to popularise its brand, it took recourses to the net. It created a video showing a news reporter talking about how Axe deodorant was sprayed on the town of Ravenstroke from an aeroplane; and how, consequently, hundreds of beautiful women raided the town. The video was a big hit with youngsters who forwarded the same to many more.

On the same lines, HLL too initiated an online campaign for its Sunsilk Shampoo. HLL no more convinces girls to use their shampoo, rather encourages them to visit sunsilkgangofgirls.com. It’s trying to build India’s first online all-girl community. Rohan Sippy too created a viral campaign to promote his movie Bluffmaster. Users could play on a slot machine; and on pulling the lever thrice, they were informed that they had won $500,000. Later, they received an e-mail informing them that this was a bluff. If they wanted to find out who had bluffed them, they could follow the link. The link took them to the Bluffmaster movie’s webpage. If they wanted to bluff their friends, they could forward the game to them too! They managed to bluff about 1 lakh people with panache!

Mazda Motors of UK came up with a unique idea of not just entertaining net users, but providing tangible brand benefits with the help of its online viral marketing campaign. One of the movie clips posted went like this – “All I can say is clever, very clever. Now let’s see her get out.” It was commenting on the car parking capabilities of a man versus a female. The campaign struck a chord with the viewers. Soon, everyone was talking about it. Mazda’s “parking campaign” almost sparked off a global debate! Blogs soon popped up and within a month, almost one million people had viewed the video clip. It’s a kind of concentrated viewing that would be desired by any ad man for his ad. The video gave such high brand exposure that it increased the brand recall tremendously. Even though Mazda’s products were not extraordinary, its sales vis-à-vis its competitors started to increase.

On the web, word spreads faster than fire; and if your content is good, its popularity grows exponentially. After all, all you’ve got to do is click on ‘forward’, then add the ten addresses of your close circle of friends, and press ‘send’. It’s done!

Copyright © : Rajita Chaudhuri and Planman Media.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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