Archive for International Marketing

Best Use of Viral Marketing

// December 21st, 2009 // 3 Comments » // Advertising, Company management, Corporate Image, Customer Service, General, International Marketing, News Comment

I can’t help but applaud the genius of Sony in driving up music sales in the run up to Christmas, but at the same time can’t help to notice how suckered the public was into what appears to be a great marketing scam.

X-factor was sure to be number one at Christmas, after all the last 3 winners had all managed Christmas number one. So why not create a viral campaign praying on the hatred of X-factor in certain sectors of society and get them to buy, via download, another track which is also indirectly owned by Sony.

I think for this type of scan to work there are several crucial ingredients.
1. The cost of purchasing must be cheap… less than £2
2. The two products must be total opposites
3. There cannot be a direct link (as in this case)

4… those suckered have no idea that they are just funding a large company… like Sony.. although maybe some people knew, but did it anyway.

Maybe i am looking at this form a cynical standpoint. But deliberate or accidental it is excellent marketing.

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