Via Lars: It seems the viral marketing company GoViral, who claim to be able to “seed” viral campaigns in 27 countries, rather botched an attempt to market Coca Cola Zero. A Swede using the user name “norge1” and an email address starting “norgeforum” posted links to two rather pathetic “fake” amateur videos. At FreakForum, one of the forums GoViral “seeded”, people figured out what was going on after he posted two links, and quickly enough they then found similar posts by the same user on nearly 50 other Norwegian forums.

Apart from the less than subtle “seeding”, the videos themselves are strikingly boring. In one video, the head trainer for the Norwegian soccer tema sits and watches TV or something while drinking coke (maybe I just don’t get this, being totally disinterested in football, but it seems extraordinarily boring and pointless?) and in the other a woman slaps her boyfriend repeatedly while trying on clothes and asking him whether they make her look fat. At the end of that video, the slogan for coke comes up. Go find the links by looking through the FreakForum posts – I don’t really feel like giving Coke more links and contributing to their campaign.

I’m not sure what the idea was, but it doesn’t look like a great way of marketing something to me.

2 thoughts on “botched viral marketing

  1. […] In their campaign for a new camera, Nikon appear to have chosen an almost opposite marketing strategy to Coca Cola’s botched viral marketing campaign. Instead of making a fake amateurish video and posting fifty links to it from Norwegian discussion boards, Nikon picked out a small number of eager, amateur photos already posting their photos to the web and sent them the new camera. The print ad shows some of the photos they took, with a tag line emphasising their amateur passion: “They shoot for photosites like Flickr. They shoot for family photo albums. They shoot because they’re passionate about taking pictures. What did they capture with the new 10.2 megapixel Nikon D80? See more of their jaw-dropping photos at stunningnikon.com/dslr“. At the website there are more photos, though not as many as I’d have expected based on the print ad – and there are little videos where four photographers explain how they take photos, and sometimes how much they like aspects of the D80. […]

  2. ThomasK

    Viral marketing is a powerful tool, but a large number of viral campaigns fall apart in the initial steps. I read a good article “A Case Study of a Viral Post“. One of the most important things is to get your viral campaing noticed on big sites/media in order for it to spread efficiently in ‘influential ripples’.

Leave A Comment

Recommended Posts

Machine Vision

Cultural Representations of Machine Vision: An Experimental Mixed Methods Workshop

Call for submissions to a workshop, Bergen, Norway
Workshop dates: 15-17 August 2022
Proposals due: 15 June

The Machine Vision in Everyday Life project invites proposals for an interdisciplinary workshop using qualitative approaches and digital methods to analyse how machine vision is represented in art, science fiction, games, social media and other forms of cultural and aesthetic expression.

Digital Humanities Machine Vision

What do different machine vision technologies do in fiction and art?

For the Machine Vision in Everyday Life project we’ve analysed how machine vision technologies are portrayed and used in 500 works of fiction and art, including 77 digital games, 190 digital artworks and 233 movies, novels and other narratives. You can browse […]

AI and algorithmic culture Presentations

My talk on caring AIs in recent sci-fi novels

I’m giving a talk at an actual f2f academic conference today, Critical Borders, Radical Re(visions) of AI, in Cambridge. I was particularly excited to see this conference because it’s organised by the people who edited AI Narratives A History of Imaginative Thinking […]