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AdAge on Viral Campaigns…

Posted By Howard Kaplan On January 11, 2007 @ 9:34 am In Branding and Advertising Rants,Persuasive Scenarios | 1 Comment

Scott Donaton’s latest article over at AdAge [1] touches on something I wrote a while back [2], after the Agency.com fiasco.  He astutely writes (emphasis is added):

As with ads in any medium, those that work are those that start with an insight, show an understanding of their target audience, and have an authentic, relevant connection to the brand. Those that don’t smack of having been produced because someone wanted to do a viral video to please himself, his boss or his board. They’re the commercial equivalent of YouTube videos of kids falling off skateboards.

I couldn’t agree more. Too bad the insight part is the key, and plucking those off trees isn’t exactly a viable strategy in 2007.

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URL to article: http://www.grokdotcom.com/2007/01/11/adage-on-viral-campaigns/

URLs in this post:

[1] latest article over at AdAge: http://adage.com/columns/article?article_id=114157

[2] I wrote a while back: http://www.grokdotcom.com/2006/08/09/3-simple-steps-to-create-a-viral-campaign/

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