Whoever created the first The Most Interesting Man in the World meme deserves a cushy job from Dos Equis. Sure, the commercials, created by Euro RSCG Worldwide went viral themselves. Similar to Chuck Norris, The Most Interesting Man in the World is known for achieving unachievable greatness. With enviable swagger, and perfect poise, The Most Interesting Man in the World is exactly as his name implies.
But in recent years, the commercials have trended second to the popular meme. You can't visit a 9Gag, Cheezburger, or Tickld , without seeing a The Most Interesting Man in the World meme. The setup and punchline are so easy to understand, replicate and share. The meme is likely selling as many Dos Equis beers as any commercial advertising.
Viral marketing is the next evolution of marketing. And similar to other forms of evolution, it occurs gradually, without anyone truly noticing. You may know it better as content marketing. Or social media marketing. But the goal is the same; create memorable content that is shared across the web. In effect, creating brand advocates who actively and openly endorse your message. All the great companies are participating.
to Old Spice
and Taco Bell
Their approach is simple. "See our content. Like our content. Share our content." It's (relatively) cheap marketing. Turning viewers/users into brand advocates. When a consumer shares a brand's content with a friend, the brand is receiving a word-of-mouth endorsement, along with forging an additional advertising channel.
Every marketing firm and advertising agency is looking to become the next viral thing. To create the next internet sensation. Unfortunately for them, it usually comes organically.
Like from some sinister looking cat,
or an innocent kid on drugs.
But sometimes brands have success. Gangnam Style wasn't an accident. The record label perfectly calculated their marketing strategy. By first building a Korean audience, then gradually promoting Psy on American media networks, they were able to turn Gangnam Style into the most viral video of all-tim
Devil's Due, a horror movie, which by all accounts, bombed in the theaters, succeeded in their viral marketing. Unfortunately the movie couldn't hold up to the "scares," of their prank video. But the buzz for the opening weekend was huge.
In the very near future, it will be the creators of viral content that will become the most successful marketers. These creators understand what the internet is looking for. How to develop it. Promote it. Optimize and share it.
You won't hear me claiming to be on the level of any of the content creators above, but I do understand the importance of honing the craft. Experimenting. Practicing. Testing. Failing. Learning.