The beauty of the World Wide Web is that, with the right formula, virtually anyone or anything can go viral. Don’t believe it? Tell that to Pikotaro and his Pen-Pineapple-Apple-Pen. Hey, over 242 million YouTube views is nothing to scoff at.
A single viral campaign won’t sustain you for the long haul—for that you’ll need engaging content, a solid social media strategy, and maybe a dash of paid search—but it can certainly give your business a boost.
So, what does it take to create a campaign that gets everyone talking (and sharing)?
In this first part of our two-part series we’ve compiled 10 of our favorite viral campaigns of 2018. And we’ve provided some insights into the strategies behind the success of our best viral ad picks. Learn what sets these projects apart so you can incorporate some of their winning approaches into your own digital marketing strategy.
10. Burger King/Change.org
If you want to know what an adult temper-tantrum looks like, just deprive everyday grownups of a fairly priced Whopper sandwich. Let’s just say it ain’t pretty.
To explain the often-confusing concept of net neutrality and how it could affect people’s everyday lives, Burger King (BK) partnered with Change.org to conduct a social experiment.
BK put fake pricing on the menu board for its beloved flame-broiled Whopper sandwich. Guests were told that, since “Whopper neutrality was repealed,” they must choose between one of three Whopper price tiers. The more you pay, the faster you get your juicy burger.
This concept is precisely what net neutrality laws—which were repealed in June 2018—were designed to prevent from happening to the internet. Without net neutrality laws, consumers who can afford to pay more can get access to internet “fast lanes,” while those who can’t get left in the slow lane.
The BK stunt worked. After leaving hangry and in a huff the pranked customers were let in on the gag. They all agreed: The Whopper stunt helped them understand net neutrality.
Consumers ate it up, too (no pun intended). As of this writing the video has more than 4.6 million views on BK’s YouTube channel and more than 25K retweets.
The Takeaway:
1) Viewers love the drama and unpredictability of “candid camera”-type shenanigans.
2) It’s possible to simultaneously perform a public service and spread brand awareness in a memorable way.
9. SpaceX Tesla Roadster Launch
Strange behavior aside, there’s no disputing that Elon Musk is a visionary who has already made significant strides in transforming the auto industry. In 2018 he wowed people around the world with the launch of his sun-circling Tesla Roadster.
On February 6, 2018, the world watched in awe as SpaceX launched the Falcon Heavy rocket with the Tesla Roadster on board. Almost as soon as it was launched the internet began asking: Where is Roadster?
Space-loving engineer Ben Pearson decided to answer that question by creating the aptly named website, whereisroadster.com. The site provides up-to-the-second updates on Roadster’s current location in relation to Earth, how fast the vehicle is traveling, and even its “fuel economy” if it had traveled the same distance on Earth.
As of November, the mannequin-equipped Roadster—a 2008 model that once belonged to Musk—had cruised beyond Mars in its orbit around the sun. Perhaps the most enthralling part of the SpaceX Roadster story is the fact that, in the vacuum of space, the car could continue orbiting for millions or even billions of years, according to Musk.
The Takeaway: A picture speaks a thousand words. There’s no getting the image of a space suit-clad mannequin orbiting the sun in a cherry red electric car out of your mind. It’s intriguing to kids and adults alike and people of every background. Now that’s a good marketing campaign.
8. Alexa Loses Her Voice
Amazon made the wise decision to air its star-studded “Alexa Loses Her Voice” ad during last year’s Super Bowl. To mitigate the “crisis” of Amazon’s Echo devices suddenly falling silent, celebrities including Chef Gordon Ramsay, rapper Cardi B, and actors Rebel Wilson and Sir Anthony Hopkins were rounded up to fill in for the humble virtual helper, with amusing results.
The ad’s creative director told USA Today he chose celebrities he thought would appeal to people of different ages and demographics—ideal for a Super Bowl ad.
Aside from winning USA Today’s Ad Meter award (which is based on consumer votes), the ad garnered tens of millions of impressions during its initial airing (an estimated 103 million people watched the Super Bowl last year). As of this writing, the ad had almost 51 million views on Amazon’s YouTube channel. We call that a viral success.
The Takeaway: Amazon’s ad leveraged celebrities who resonated with a broad audience. And, while you almost can’t go wrong with celebrity cameos, you don’t need the big bucks to make an impression. Even a micro-influencer in your specific niche can help you build brand awareness.
7. IHOP Changes Its Name to “IHOB”
Whether you loved it or hated it, IHOP’s temporary name change to “IHOB” created instant intrigue—you just had to know what the “B” stood for (in case you were on digital hiatus and/or an epic backpacking trip for the entire month of June 2018—the “B” is for burgers).
The change was a dramatic way to advertise the restaurant’s new selection of burgers and attract customers beyond the breakfast menu. Consumer responses to the name change ranged from confusion to delight to disgust.
But did the promotion create impressions and boost sales? Yes—it did.
An analysis found that more than 20,000 stories were written about the name change while it was in effect. The campaign rounded up more than 36 billion earned media impressions while mentions of IHOP on social media produced a potential reach of more than 4 billion people.
Burger sales grew by more than 4 times, and to-go sales accounted for around 7 percent of IHOP’s total sales by the end of Q2 2018 (an increase from the same period last year). IHOP even penned a deal with DoorDash last year to bring delivery to more than 300 IHOP locations. All in all, the campaign was a success.
The Takeaway: Buzz is buzz. Although IHOP’s campaign produced mixed reactions, the “hard-hitting pancake news” spread fast and was safe enough to be picked up by late night hosts like Jordan Klepper. Proving that even mixed reactions can yield positive results in the end, as long as they’re not too controversial. So, next time you’re planning a marketing campaign, don’t be afraid to be bold.
Image Provided by IHOP
6. “Palessi” Shoes
In a revealing social experiment for our image-conscious era, America’s favorite discount shoe retailer (Payless) opened a fake luxury shoe store in Santa Monica stocked with its budget kicks. Influencers and fashionistas arrived at the “Palessi” store grand opening party hungry to discover the latest shoe trends.
No doubt enamored by the store’s chic, European-inspired décor (and the slew of cameras), attendees demonstrated their willingness to pay markups of up to 1,800 percent for pumps and sneakers that retail for as little as $20. Before the ink dried on their receipts the influencers were let in on the fact that they’d just paid beaucoup bucks for discount footgear. The looks on their faces? Priceless. They got their money back, of course (and kept their Payless loot, free of charge).
The Takeaway: The Payless PR stunt proves the validity of a time-tested marketing principle: Convince consumers your product is luxurious and exclusive, and watch the sales roll in.
5. Spotify’s “2018 Goals” Campaign
The challenge for online platforms like Spotify is bringing the company out of the virtual world and into the physical one.
In 2018, Spotify capitalized on one of its biggest assets to create a successful ad campaign that reached across demographics: big data. Tapping into the weird quirks and habits of its subscribers, Spotify created a series of colorful “2018 Goals” billboards and posters, with amusing results (example: “2018 Goals: Be as savage as the person who made a 1-hour, 55-minute playlist called ‘Lasting Longer Than the Mooch’”).
It was a risky move, since harnessing user data runs the risk of breaching privacy laws if not done right (cough—Facebook). Spotify skirted this problem by keeping user data anonymous.
The campaign was a major success. Spotify’s revenue tripled in Q1 of 2018. By Q2 they were listed on the New York Stock Exchange, and their stocks rose considerably last year. It didn’t hurt that popular musical artists like Ed Sheeran and Adele appeared on some of the billboards and posters either, making the ads even more shareable on social media platforms. All in all, Spotify’s campaign was a major success.
The Takeaway: Even something as humdrum and seemingly innocuous as big data can generate significant results when harnessed with panache.
Image provided by Smart Insights
4. Nike “Dream Crazy” Campaign
The brand decisions we make every day are inextricably tied to our emotions—it’s how our brains are wired. While advertisers have long known that appealing to our basic needs for love, acceptance, and security is a winning strategy, companies must be increasingly bold today to cut through the noise in oversaturated markets. Advertisers today are progressively acting as moral arbiters, asking consumers to examine and question the world around them.
Nike’s Dream Crazy campaign taps into the innate human need to make our mark on the world. Crazy dreams—impossible dreams—are the best kind, according to Nike. Don’t be the fastest runner in your school or even the world, be the fastest ever, the ad compels.
“Don’t ask if your dreams are crazy, ask if they’re crazy enough,” urges NFL quarterback turned political activist Colin Kaepernick.
Nike’s “Dream Crazy” campaign generated more than $43 million in media exposure in just 24 hours from the time Kaepernick posted the ad on Twitter. And, despite the huge risk they took working with a controversial figure (Kaepernick), the response to the campaign was mostly positive or neutral, according to a Bloomberg report.
The Takeaway: Emotional marketing works, but using controversial figures is not for the faint of heart. Nike has the clout (and financial stability) to take such a risk, so they used it.
3. Domino’s Pizza Tattoo Misfire
Promise people free pizza for life and, apparently, they’ll do just about anything. Last August Domino’s Pizza in Russia announced it would issue a certificate good for up to 100 free pizzas a year for 100 years to anyone willing to get inked with the Domino’s Pizza logo in a “prominent place” on their body.
Almost immediately social media began filling up with images of wrists, arms, legs, and even necks sporting the logo. By day five of the promotion more than 350 people had tattoos, and Domino’s started doing the math (the campaign was supposed to last two months).
They promptly announced on Facebook and Instagram they were closing the campaign early—cease-and-desist-style, with a large image of a stop sign. While not exactly the result Domino’s had likely hoped for, the promotion was nothing if not a viral success, making waves around the globe and getting lots of press.
The Takeaway: Never underestimate what people will do for freebies—especially pipin’ hot pizzas—and make sure your marketing campaigns are well-thought-out.
https://www.instagram.com/p/BnRhdteAD32/?utm_source=ig_web_options_share_sheet
2. Cloverfield Paradox Superbowl Promo
Sneaky, sneaky Netflix. Capitalizing on the Super Bowl’s massive audience, they dropped the first trailer for The Cloverfield Paradox during the game and hinted it was “coming very soon.” Nothing all that unusual there—the Super Bowl has a long tradition of promoting highly anticipated movies. What was unusual, though, was that “coming very soon” meant “right after the game.”
Paradox is the third installation in the Cloverfield movie franchise, which has been shrouded in secrecy since its inception in 2008. The trilogy’s clever marketing campaigns have made the franchise a viral sensation.
Paradox wasn’t a raging success in terms of viewership—it amassed just 2.8 million viewers in its first three days and five million after its first week. But it’s unclear whether the slump was due to the film’s sudden release or because of its content (the film has a 19% approval rating by critics on Rotten Tomatoes).
Still, Netflix’s stunt could prove to be a game changer, challenging the traditional model for film advertising. For a surprise release to work, though, a brand has to have a substantial consumer following (big names tied to the project help, too).
The Takeaway: While Mark Zuckerberg would assure you it’s necessary to “move fast and break things” to disrupt existing models and make progress, only time will tell whether the marketing tactic employed by Netflix/Cloverfield is financially viable.
1. Gronk Says: Do Not Eat Tide Pods
New England Patriots tight end Rob “Gronk” Gronkowski wants you to just say no to eating Tide Pods. After a slew of intrepid teens took to social media to do the “Tide Pod Challenge” on dares from their friends, horrified parents everywhere realized the child-proof lock on the cleaning supply cabinet wasn’t going to cut it.
Videos circulating on social media showed teens biting, chewing, and even cooking the brightly colored pods, which contain highly concentrated laundry detergent that is (need we say it?) not safe for human consumption. In the first month of 2018 alone, there were 37 reported cases of teenagers ingesting Tide Pods—half of them intentional, according to reporting by the Washington Post.
Desperate to get kids’ attention and put an end to the dangerous trend, Tide’s parent company Procter & Gamble partnered with Gronkowski to do a short, to-the-point PSA in which he says, unequivocally, “just—don’t.” Because desperate times call for desperate measures.
The Takeaway: Sometimes a product or service makes headlines for all the wrong reasons. Procter & Gamble made the best of a bad situation by bringing in a celebrity to help stop a dangerous trend. While not the best kind of exposure, it’s exposure, nonetheless.
We hope you enjoyed our series on the best viral marketing ads of 2018!
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