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
Viral Videos: Resident Evil Literal Trailer and ’80s Bullies May 16, 2010Remember how awesomely bad movie bullies were in the Eighties? From Karate Kid to Teen Wolf, no high school or college movie could go without one. The Huffington Post has created a great montage of your favorite ’80s bullies. Popular YouTuber Tobuscus has a series in which he makes literal… Read More
Watch Disney Channel’s Sneak Peek of Tron Legacy September 10, 2010Usually the Disney Channel isn’t much good for anything except the occasional Pixar film, but their ‘sneak peek’ into Disney’s Tron Legacy actually has some pretty cool battle footage. The video is hosted by stars Olivia Wilde and Garrett Hedlund, and you can watch it after the jump. Read More
Hear A Preview Of Trent Reznor And Atticus Ross’ ‘Gone Girl’ Soundtrack September 22, 2014It feels like every time we see a new David Fincher movie, Trent Reznor and Atticus Ross will be the ones who will most likely score it. Not that there is anything wrong if that if you have heard the scores for The Social Network and The Girl With The… 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.