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August 15, 2006, 1:32 pm
Filed under: User Insight
Filed under: User Insight
James Archer wrote an interesting post on the Forty Media blog about Alltel’s recently-flopped viral “People Against My Circle” campaign. There he brought up several points that seem relevant to any viral campaign:
- Three-dimensional characters
- Engaging plotline
- Foreshadowing
- Conflict and tension
- Willing suspension of disbelief
- Action, not explanation (“Show, don’t tell”)
“In order to succeed with a viral campaign, you have to find that sweet spot where readers will have a hunch that they’re participating in a publicity stunt (so that they don’t feel stupid once the truth is revealed), but where they will also be so drawn in by the fictional situation that they’ll temporarily set aside their suspicions and become an active participant in the story.”
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