A while back, I wrote an article that discussed the viability of viral marketing for Electronic Retailer’s September 2007 issue. In the article, I mention different campaigns that have used viral marketing and succeeded, as well as a few that didn’t pan out (think “Snakes on a Plane” bombing at the box office).

According to Wikipedia, viral marketing refers to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, akin to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily.

Below are two current, successful viral campaigns:

The first video shows how a well-established brand like Bud Light uses viral marketing to keep itself hip, fresh and funny. This video was brought to my attention via word-of-mouth while out this weekend.

The second shows how a less established brand uses YouTube to drive to its website and keep potential customers engaged and entertained.

The fact that you viewed these videos means I just helped move the viral campaigns forward. Whether you share it with your family and friends, a true test of success is up to you.

Pat Cauley is Electronic Retailer magazine’s eMedia Editor

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