Great summary of top strategies executed by big and small brands, courtesy of MarketingSherpa.
The overriding theme:
-> Rise of social media
Most of this year’s candidates sent videos to YouTube, created Facebook pages or organized communities on MySpace -- or all of the above. These sites are free to use and add seemingly unlimited viral potential to any campaign. That means free additional exposure from powerful peer-to-peer networks. Marketers are hearing the social media message loud and clear.
-> Peer-to-peer sharing is critical
There were two distinct groups in this year’s entries: fantastically thought-out campaigns and wacky content. Either way, success hinged on peer-to-peer sharing. As our winners illustrate, both strategies can work if enough effort is put into the right places.
Clever marketers created funny videos or text documents, posted them to a few social media sites and people shared like mad -- ka-boom! Other marketers left less at risk. They created contests, microsites, full-assault ad campaigns and got on every Web 2.0 medium reachable.
-> All hail mighty content
You’ve heard the adage -- we’re not even going to say it -- but all it took for some campaigns to go wildly viral was great content. Not every content-based entry made it to Sherpa’s winners’ circle, but there were enough to denote a trend. Most of the content being passed around was funny or sarcastic -- even if it was a bit risky for PR. But being truly funny requires risks. Some of these marketers went out on a limb to grab the ripest fruit.
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