Riding the Virus

Picking up on the theme of how ‘interruption advertising’ can be integrated to good effect on the Web in my last posting, take a look at the following. Not only does Cadbury benefit from its viral impact, so can others – in this case Rebel Virals. Their video doesn’t have high production values, but then it was never meant to. But what it does is replicate some of the Cadbury’s DNA to establish its own variation of the original virus.

 

Best thing since sliced bread

Fascinating video by Seth Godin. What he has to say about idea diffusion isn’t that remarkable. Differentiation is a well-established part of marketing. What is remarkable is the way Seth captures your attention and makes you think. His image of Pope John Paul II reminds us religion used its network of churches to spread ideas. TV used another form of network. The final word on what ideas spread lay with Popes or TV magnates. The www network has changed all this, but I think Seth is being a bit optimistic as to how far power has shifted to the consumer.