José Roberto Rincón: The Evolution of Viral Advertisement

In the age of experience-based marketing, brands want us to do more than buy their products. They want us to love them. In a recent survey by APCO Worldwide, analysts worked out how that love is expressed. According to their information, the eight ways we interact with brands are:

  • understanding,
  • approachability,
  • relevance,
  • admiration,
  • curiosity,
  • identification,
  • empowerment,
  • and pride.

Today, we have listed some of the most viral advertisements through the history. Find out how viral marketing has changed and developed throughout the years always trying to maintain their goal: selling their products and catching the love of the consumers.

1879: Harley Procter gets the inspiration for his newly developed white soap while attending church service. Ivory Soap goes on sale to overwhelming success.

José Roberto Rincón: Ivory Soap
Ivory Soap

1893-1896: H. J. Heinz introduces the pickle pin at the Chicago World’s Fair. It becomes one of the most popular promotional pieces in the history of American business. Later, Heinz turns more than 60 products into ’57 Varieties, the magic number and proof that odd numbers are “stickier” than even numbers.

1904: Campbell introduces the cherubic faces of Campbell Kids on trolley cars as a way to appeal to working mothers. Soup sales soar.

1929: “The Pause That Refreshes” as a slogan for Coca-Cola first appeared in the Saturday Evening Post in 1929. The idea of taking time out to experience Coca-Cola refreshment is still part of Coke’s current marketing.

José Roberto Rincón: “The Pause That Refreshes”
“The Pause That Refreshes”

1955: The Marlboro Man is introduced in television commercials, depicting a cowboy alone in nature with a cigarette his only comfort. As a result of the commercial, Marlboro’s market share rises from less than 1% to the fourth best-selling brand.

1984: Apple Computer launches the Apple Macintosh personal computer with a controversial ad during the Super Bowl. People cannot stop talking about it.

2004: Burger King creates an integrated marketing campaign around a character known as The Subservient Chickenfor its TenderCrisp sandwich. The campaign goes viral and includes a website where visitors can command the chicken to bowl, tango, and show its teeth.

2006: Dove releases its Evolution video online, a critical look at modern culture’s obsession with external beauty, in support of the Dove Campaign for Real Beauty. The video receives 40,000 hits a day and 12,000,000 hits within the first year.

José Roberto Rincón: Dove campaign
Dove campaign

2009: “The Art of the Trench” website was launched by Burberry in 2009, which showed everyday people sporting their Burberry trench coats. It found global success by creating a community of people who owned a Burberry trench coat and created a desire to join this community from people who did not yet own one of the iconic jackets.

2013: GoPro’s high-definition personal cameras are almost like videos highlighting skateboarding, surfing and other extreme sports, but the company’s “Fireman Saves Kitten” gave the brand and the costumers a new way to see the product by documenting a different act of daring.

2015: What Happens When You Put a Boy In front Of a Girl and Ask Him to slap her or “Slap Her” is a viral video of children reacting to violence against women.

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