"Viral" has a certain meaning for us amid our spate of H1N1 warnings, but in marketing, the concept refers to getting your message consumed and extended via sharing among users on social networks. Facebook and Twitter matter, but e-mail is still a primary way we set viral messages in motion interpersonally.
A Danish organization learned something about this recently when a fracas erupted over a video "hoax" uploaded to YouTube. Check out the video and some of the reaction.
Some people are asking, "What were they thinking?" Others are saying, "They were thinking there's no such thing as bad publicity. In viral terms, this thing was a monster hit."
What say ye?
Wednesday, September 16, 2009
Viral video consequences
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4 comments:
The video was a huge hit, but I don't think that is good because it brought a lot of bad publicity to the company. In another words, every time someone thinks of the Visit Denmark, they will think about how they are disrespectful towards single-mothers. It generally just gave a bad impression of Danish women as well.
I guess they got the attention that they wanted. If they are lucky the name Visit Denmark will stick in their minds without the negative connotation of the video.
Yeah, I agree with the comments above. They definitely received the attention they were aiming for, however, I do think that the negative attention would have been easy to avoid if the viral video had more specific goals in mind to put Denmark in a more positive light. I think this was pretty poor planning on their part and with a little more thought put into the plan, the bad publicity could have easily been redirected.
I agree that the attention the company is getting is bad, and the negative connotations about the video may stick with the company forever, but it made the company recognizable. You now know a little bit about what Visit Denmark is, and probably always will. Brand recognition is a huge deal in marketing, and they have accomplished that with this video, as controversial as it may be.
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