Similar to viral buzz, you can define key characteristics for viral campaign material. According to Sascha Langner, the campaign material must have as many of the following properties as possible:
pleasure, entertainment, fun
New and unique
Exceptional usefulness
Free provision
Easy transferability
The first three points are intended to attract the attention of the estonia phone number data potential transmitter and inspire them, while the free provision is intended to keep the barrier to entry as low as possible. The properties can be expanded as required to include the properties of viral products and viral buzz described in the previous points.
In addition to an interesting campaign product, the framework conditions and any recommendation incentives are also crucial for the success of a viral campaign. It is important to:
to use existing communication networks and behavioral patterns
ensure sufficient availability of campaign goods
to pursue an open information policy
to create targeted incentives for recommendations
Regarding the recommendation incentives, it should be noted that they should not be too crude, as the forwarding should primarily be motivated intrinsically and not extrinsically. Therefore, the incentives should be specifically aimed at the target group, as they also have a positive attitude towards the product or campaign itself. Another risk of incentive-based recommendations is that spammers use their illegally generated huge contact databases to increase their chance of being rewarded. This can lead to a loss of image for the product on the part of the exasperated recipients of these emails. In addition, the effectiveness of such motivated forwarding in terms of the intensity of attention seems questionable to me.
After all, in the end it is about directing attention to the content and not just forwarding to as many contacts as possible. In certain cases, this method can be successful, but should only be used in a targeted manner.
Campaign goods are the carriers of marketing viruses and thus a kind of "shipping packaging" for the products.
Campaign assets can be used in the form of documents, animations, video clips, audio clips, microsites and computer games. Possible formats for documents are Word, Excel and PDF files, and for animations Power Point presentations, Flash or Shockwave and e-cards. Videos are often streams or encoded in a file format such as avi, wmv or mpeg. Audio can be used as a stream and in a variety of formats such as MP3 or wave files, although MP3s are recommended due to the high level of compression and the resulting small size. They can also be offered as a stream or download.
When designing the campaign material, the fact that many emails are read in the free minutes at work and then forwarded from there should be taken into account. Therefore, particularly loud or garishly designed campaign material can prevent the recipient from engaging with the advertising material at work. In addition, quick and easy forwarding of the advertising material should be supported.