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Viral Video: PR's Newest Secret Weapon
By Stephanie Rice
It's fair to say that before this past summer, few of us have watched a talking snowman ask a group of presidential candidates what their plans are to stop global warming. Nor have we witnessed a music video about a girl with a crush on Senator Barack Obama circulate like wildfire and enter water cooler conversation. With the prominent role of YouTube in the upcoming presidential election and political debates, however, all aspects of traditional interaction have been blown out of the water, making a vibrant statement that viral video is here to stay.
Labeled "the most earthshaking change in communication technology for presidential politics since the Kennedy-Nixon debates in 1960" by the New York Times, the addition of viral video to the 2007 political debates has proven to be an overwhelming draw for citizens of all walks of life. For the Republican Florida debate alone, a record breaking 4.4 million viewers responded, smashing all records for any primary debate on cable television in history.
This cultural milestone is a true testament to the increasing role of online video in our everyday lives. Needless to say, embracing this new technology and technique has become an excellent way to increase PR exposure. Video has created a venue to engage consumers directly in a fun and original manner.
In early 2007 SupportSoft, a company with more than 10 years of experience delivering support desk solutions for Fortune 500 companies, enlisted Ruder Finn/West to help launch their new consumer offering, support.com. Amid a crowded market of consumer technology support competitors, such as Best Buy's GeekSquad and Firedog, Ruder Finn needed an "attention-grabbing" stunt to help put support.com on the map in a memorable manner.
Ruder Finn researched the approach by combining results of an informal audit of consumers who have used tech support to define an enjoyable experience, with research into the qualities that differentiate support.com from its competition. The team then sat down with a San Francisco-based video production company and developed a creative viral video concept. The goal was to position support.com in a way that many consumers could identify with, highlighting the "instant technology relief" feature of the service and its unique emphasis on empathetic support for consumers that are not tech-savvy.
The result was a tongue-in-cheek parody of a couple's supposed sexual counseling sessions where the issue turns out to be a problematic computer entitled "Everything Feels Better When it Works." Ruder Finn placed the video on a variety of video sites, including YouTube, AOL Video, vMix and others. Within days, the video exceeded expectations and was circulating throughout the Web, generating feedback such as "HOT! and hysterical. Love this."
Ruder Finn also used the viral video as part of a traditional media relations effort, incorporating it into our pitches. Many of the resulting 167 articles included references to the video and support.com's key differentiators. Additionally, BrandWeek wrote a story that lauded our use of online media distribution. One quote indicated, "Commercial TV networks have a reason to be concerned. They'd never air this, but it delivers its message beautifully."
Looking at viral video from another angle, Ruder Finn helped client Sony Mylo reach its coveted demographic of 16 to 22-year-old female teens through a successful American Cheerleader viral campaign. The Sony Mylo device enables users to browse the Internet, instant message their friends, listen to music, send emails and view photos within a Wi-Fi hotspot. It includes a 2.4-inch color LCD monitor with a slide out QWERTY keyboard for fast and easy thumb typing. A great fit for the lifestyle of active youth, Ruder Finn looked to a viral video giveaway contest for the perfect way to engage their ideal user with the brand.
After researching many outlets, Ruder Finn elected to reach their key audience through the social sport of cheerleading and issued a challenge to the targeted circulation base of American Cheerleader magazine. In the April/May 2007 issue, readers were presented with the opportunity to create a "cheer" for Sony Mylo via viral video showcasing their excitement for how the Mylo device allows their team to communicate. Participants were asked to post their entries on YouTube, with a grand prize of free Mylos for the winning team.
The giveaway contest created an impactful buzz in the cheerleading community, opening the lines of communication about the device at regional competitions and among participating contestants. After receiving several submissions, Ruder Finn and a member of the Sony team selected a winner and announced it in a fall issue. The campaign overall was regarded a great success by the client, as it entrenched the features of Sony Mylo fresh in the minds of the product's target market.
Whether it be a fun interactive contest, a witty video or a history-making nationwide debate, viral video is currently making a great impact on our culture as a whole. Needless to say, as PR professionals this growing medium is an exciting venue for communication, and is one that is sure to keep us on our toes.
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