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
Cars Gone Viral February 13, 2010February 13, 2010What happens when you can’t show something in a commercial, even though you know your customers do exactly this, because it’s illegal? Don’t make a commercial…..make a film! That’s exactly what BMW did with it’s great series of shorts for its line of cars in order to show just how… Read More
Salt: Day X Exists Game Is Now Live May 17, 2010May 17, 2010Last month we told you about the Day X Exists website for the action spy movie Salt starring Angelina Jolie. Now the game within the site has officially launched, and you have a chance to do what every guy dreams: catch Angelina Jolie. Check out the details after the break. Read More
Viral Video Round-Up: Iron Baby, Reality TV Spoilers, and Star Wars iPad Briefing May 31, 2010As a Memorial Day treat, we have a few viral videos for you. First off, we have an Iron Man/Baby mashup by Patrick Boivin, who has a track record of making interesting mash up videos. Next, we have the Fine Brothers with the latest in their spoiler series, “100 Reality… 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.
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