The viral marketing trade-off: T-Mobile focuses on humorous video content at the expense of explicit product information
by Rachel Ditchburn on 3rd October 2011
In its latest TV advert T-Mobile continues to engage consumers through entertaining video content, but fails to generate significant brand and product discussion, due to insufficient information about the ‘You Fix’ plan it aims to promote. This highlights a dilemma faced by viral marketers and the difficulty in striking a balance between informative and entertaining video content.
Consumers tend not to link viral videos to the brand, but when they do they tend to react negatively
by Andy Pilkington on 21st April 2011
Fun viral videos work well in engaging consumers, but few link them back to the brand. Viral content that places the brand or its products more centrally tends to stimulate more brand and product discussion, but is less likely to go viral and is often greeted with scepticism by consumers.
T-mobile score a hit with “fun” and “innovative” Royal Wedding Dance viral
by Andy Pilkington on 18th April 2011
T-mobile shows how the use of social media around national events can engage consumers and prompt them to associate a brand with positive values. Consumers “love” the “hilarious” and “innovative” Royal Wedding Dance viral and say T-mobile have done a “great job”.
Sign up for a weekly round-up of Wave:
Top stories
1
2
3
4
5
