This ‘viral’ parody from Mini effectively demonstrates the brand’s irreverent personality.
However, its mockery of ‘viral’ pleases me even more.
Because ‘viral’ and ‘word-of-mouth’ are not channels; they’re results.
Unless we do something subversive, we can’t force people to behave as we want.
We can’t force people to buy the products we advertise (unless we use hypnosis); we can only hope to persuade them.
Similarly, we can’t force people to share our communications (unless we harness computer viruses).
Instead, we need to focus on creating communications that are so relevant to our audiences (by being interesting or entertaining) that they will choose to share them.
So, don’t tell me we’re going to “do a viral”.
Rather, explain to me how we’re going to inspire people to share our communications.
Seen at adverblog