Whenever I run through my viral marketing spiel one of the first things I explain is that there are two types of viral:
The first is where the “creative concept” acts as the viral agent – i.e. some highly creative type comes up with the idea of a gorilla playing the drums or a chicken that’s subservient, and this creative concept is then passed around and brings your brand fame.
The second is where the “product” is the viral agent itself – i.e. you’ve created such a darn hot product that everyone’s talking about it, spreading the message and wanting to buy it.
And its the second type of viral that really excites me. “Viral products” are for me the holy grail of business. If you can create a product that requires zero marketing budget because it’s so darn amazing that everyone’s talking about it, then you’ve just created a cash machine (and put marketers out of business).
So, it was based on thinking that made me think – OK, if we’re so darn good at running viral campaigns for other people then why not have a craic at creating our very own cash-spewing viral product and make a mint.
So we did – or rather are doing. We’ll be launching said “Rubber viral product” at the beginning of December, ready for the x-mas shopping rush. And over the next month or so in the lead up to our products launch I’ll be writing a series of blog entries about the concept of viral products, and also revealing bit by bit what exactly our viral product idea is.
Excited? I am!
N.B. this post was first written for my Brand Republic viral marketing blog
Tags: viral, viral product
