March, 14th
“Do u wanna laugh for a while and/or feel embarrassed?
Watch the new advertisement of #Loewe” by @pathernando.
“The documentary about special education of
#Loewe is great” by @cot_julia.
“All of you hate #Loewe’s new
advertisement, but, all of you talk about it. Do you know what viral marketing means?” by @October_Lee.
What does viral marketing mean?
Viral marketing means advertising, it means
money, interactivity, and above all it means social networks as means.
Just imagine a virus. A simple flu will
serve. Yesterday you went to a hospital and you, unknowingly caught the virus.
Later, you went out with your fiends whom you, unintentionally, transmitted the
virus. They came back home and transmitted it to their families. Parents went
to work and brothers and sisters went to school. We already have an epidemic.
All infected.
Now, replace the flu with an advertising
message and the hospital with Youtube. The key: to transmit = to share. Like.
This is viral marketing, an advertising
strategy that seeks the rapid spread of a message to potential
consumers of the advertised product.
Viral marketing is no new. Do you remember mouth-to-ear (word-to-mouth)? These are the roots. Nowadays, mouth have been replaced with “Notification
on your wall” and ear with “Share on a friend’s timeline” or #let’screateaWorldwidetrend. Today, the
Internet and social networks are the mean and the propagation is quicker and
more effective.
A company hides an advertisement within a
provocative idea in video format that make viewer’s opinion came up et violá!, for the modest price of a video uploaded to Youtube for
free, it got to manage to thousands of people. And everything without
paying for spots on TV or radio. Economic ¿right? Yes
it is, and much more when traditional media publish pieces of news about
the success of the viral campaign. Total media convergence. Just
one text, many media.
This is precisely what Loewe, the
Spanish firm of luxury goods, has achieved. Let solve the unknown
factor. A company: Loewe. A message: gold collection 2012. A
provocative idea: try to represent the Spanish youth with a
sample of "supercool” young people."The results: #Loewe, Spain trend in Twitter,
730,000 views on YouTube, hundreds of posts on blogs, articles
in national newspapers, parodies on YouTube... and most
important, thousands of young Spanish people speaking about
Loewe, even if it’s only to criticize and satirize. But... how true the
idiom 'let them talk, well or bad, but talk' is?
