http://www.youtube.com/watch?v=ygQiw88KOeI in the word "human-suit" below
ah yes, viral advertising. using storytelling to continuously communicate with consumers.
the viral ad here "human-suit", one for the sci-fi channel http://www.scifi.com/, is one of my favorites. isn't the casting here perfect?
These guys http://www.maverickmedia.co.uk/ are the pros, having done
tons and tons of creative work that is based on extensive hearings with clients.
Yours truly set up companies for them ("baby mavericks") and produced content for them in Japan and India, and brought viral advertising to these countries for the first time.
Communication is quite simple; It all boils down to these three issues
1. who do you want to reach
2. what action do you want these people to take
3. how can you persuade them to take these actions?
You'd be surprised, but it takes a lot of soul searching to find answers to these, dealing with a lot of things that people (inside
companies) dont often want to deal with, or even realizes exists.
there's a lesson here for advertisers - yes, viral ads can tell us stories, but unless they are sincere, highly creative and interesting, we may not care, and we may even become suspicious of advertisers'
motives.
