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Over at WebProWorld.com, I found an post called:

"Viral marketing is like a fat midget with a wig on a unicycle."

The author, PDStien, started a viral marketing campaign called Aids Clickathon which apparently flopped.

However, I loved the title of the post because it evoked a humorous, if not PC, image and I wanted to read the rest of the post. It’s decent and you might want to take a look, though it’s mostly full of other similes.

Regarding their actual campaign, I have no idea how they structured it or what copy they used.  Their site, though, is well made and aesthetically adequate from a design point of view. However, the subject made me feel depressed.  My eyes immediately glazed over as the hundred of other good-causes rushed into my guilty conscious. I wanted to click, but it took a couple minutes to figure it out. Down at the bottom, they provide a link, which I did click. Apparently, I did donate some pittance to the cause. But, after clicking, I was asked to donate more. The free clickathon suddenly turned into a direct solicitation for more money. I can see why the viral marketing did not work so well.

What if, they had created their campaign with a flash game of a fat midget wearing a wig and riding a unicycle? What if people had to do NOTHING, but play the game? What if the game used their sponsor products (branding anyone?)  What if people never even knew they were helping fight aids in Africa until they won?  (They win by helping the little person escape the cruel circus ring leader.)

“Congratulations, you just donated $5 from our sponsor - Brand X - To help fight Aids in Africa.  Boast to your friends now.”

Hmm.  Sounds like fun.  Sounds like something that might catch on better than “Click to help Aids Orphans In Africa.”.  Most people do not even want to think about children with Aids, let alone click something that look like it could be a phishing site. You see most Viral Marketing is driven by giving strangers something they want.  That something can be a product or service like Hotmail, who is credited for starting viral marketing. People also wanted to be entertained, mostly at work, with  a quick laugh, a little sunshine in their day such as a little do-gooder  game where the grand prize is inadvertently being a good human being.

With that said, if you are planning on creating a Viral Marketing campaign, and need some help, contact us for a complimentary consultation.