Mobile Communication Slow To Go Viral Alex Gerage, November 20, 2009 Have you ever wondered why so few viral marketing campaigns ever go mobile? Granted, The Dark Knight did a good job using mobile communication to send out automated phone calls that supplemented the online viral, but few films have taken advantage of the opportunities that the medium provides. Well, Nancy Gohring of PCWorld offers an interesting breakdown that highlights why mobile communication has such trouble accommodating to viral marketing. Gohring argues that viral marketing has not taken off in the medium because the mobile communication industry is not homogeneously structured. There are multiple carriers and brands that provide unique services and opportunities designed to court customers. In many ways, the goal of cell phone companies is to set themselves apart from the competition in terms of price, quality, and offerings as greatly as possible. How does one craft a message for the masses then when a multitude of software and applications are used to receive it? Mobile communication does not function like the internet, where word of mouth can easily spread across social networks or email because everyone has an email address or Facebook profile and there are few limitations to communication. It seems cell phone users though have one of a kind plans that make them incompatible with others. This makes virals are too difficult to pass along without a tremendous amount of planning and capital by content creators for a return that is not worthwhile. To me, incorporating mobile communication is pivotal for the future of viral campaigns. In many ways, the medium is better suited for this marketing than the internet. Mobile viral campaigns can grow and react instantaneously because of the immediacy of the medium. Nohring’s piece though shows the current compatibility amongst mobile brands does not allow for this phenomenon to thrive. In addition, problems also emerge when considering that films often have promotional tie-ins with a single mobile service producer for non-viral promotions. How can a film studio employ a multi-carrier campaign while at the same time honor exclusive agreements with a single brand? I imagine that as the internet becomes a more primary feature on mobile phones, brand communication will be more in sync, much in the same way different computer brands are able to coexist with the same software. Hopefully that leaves us with better virals. Be sure to leave some thoughts below if you wish to chime in! Viral Marketing
Marvel’s “The Avengers” Makes Advertising Push With New Poster and Trailer February 29, 2012February 29, 2012What might be this summer’s biggest blockbuster, Marvel’s The Avengers, opens in just over 2 months, but the marketing push has been limited considering it’s scope (and budget). Now, we finally have a non-teaser theatrical poster (released yesterday) and a trailer (released this morning) that shows off a lot more… Read More
Could The “They’re Here” Mystery Be Solved? October 7, 2010We are just a few days away from everything being revealed about the film They’re Here, a film whose viral campaign we have covered extensively. However, the guys over at SciFi Mafia seem to think they have figured out what the movie really is, thanks in part to our exclusive… Read More
Bryan Singer Takes Fans’ Questions As Part Of Facebook’s “X-Perts” Series March 17, 2011We have known for a while that 20th Century Fox was looking to use Facebook as a primary vehicle to market their upcoming X-Men: First Class. Since launching the trailer last month, the page has served as a hub for all things related to the film, including exclusive photos. Today… Read More
I see a delay in mobile viral due to one, it costs the user to receive such viral, and two, marketing bases itself on such a visual effect, that a simple text may not get the message across. The mobile platform is there if they use it correctly.
Does your comment pass the test? If you can answer positively to each of the above questions, chances are you have a good comment.