Contagious Creations
There are lots of things to think about when it comes to a ‘viral’ target, but few are more important than what they’re doing when you expect them to help you spread your seed. Are you targeting college-educated 24 to 35-year-old males who make $100,000 plus? Well then, you better know that the majority of these people will be at work when they read/see/hear your message. They’re doing things like working on spreadsheets and chatting with buddies. They’re not interested in sound (because the guy in the cubicle next to them would probably not appreciate it) and they need something with a punch line that will pay off almost immediately. The most important thing to remember, though, is that at some point they’ll be bored.
They’ll save that spreadsheet, polish off that PowerPoint and be left to their own devices, if only for a moment or two. Here’s your opening, this is prime time for contagious marketing: the time of the day we all face at some point, when we click aimlessly, hoping to find something to amuse ourselves that can quickly be closed should the boss come around.
Appropriately enough, Jonah Paretti, director of R&D at Eyebeam, calls people engaging in these non-work activities the ‘bored-at-work network’ (BWN for short). Its members have the power of millions and can spread links faster than any television network ever could. They range in age, income, gender and race, but they all have one thing in common: They’re looking to be engaged. Of course, that’s easier said than done.
Often, the most unexpected things are the ones that end up picking up steam and taking on a life of their own. But that’s the real beauty of it, right? It could be anything; a video of a middle school kid pretending to wield a light saber or a commercial where Honda parts are used to make a Rube Goldberg-esque sequence. It’s almost impossible to gauge how contagious something will be until you put it out there. But when you get it right, it can spread faster than a middle school rumor.
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