Viral experts conspire in outbreak

Viral Marketing is the term used for "word-of mouth" marketing which is cultivated using the omnipresent Petri dish, the internet.

It marks the global move away from traditional "interruption" marketing to "interaction" marketing embraced by mega brands such as Nike, Budweiser and Sony who are soberly acknowledging the demise of the TV ad.

Enter Viral Marketing. The way it works is simple: if you've ever watched and forwarded a subtly branded video clip sent to you by a friend, it means that you, the "host", have been "infected" and have "sneezed" (i.e. forwarded the "virus") onto others.

The outbreak announcement was made by Sliced Bread, the first South African production company of its kind to specialize solely in the most infectious component of Viral campaigns - the Viral Ad.

Think of it as the new TV commercial without the TV but with the potential to be infinitely more powerful. And that's where the value lies for cost conscious brands - they can now reach their audiences without necessarily buying inordinately expensive air-time for a single commercial.

The land of the viral ad is ruthless territory however. Not only is highly specialized and ever-evolving viral-related knowledge required, a fundamental shift in the way marketing is executed is also needed.

Unlike traditional advertising, where audiences are often unwillingly subjected to ads, viral ads must necessarily entice audiences. A tall order in a world bombarded by advertising.

Contagiousness depends on a new breed of commercials director and production company well versed in the viral principles that govern the unforgiving genre.

Sliced Bread has produced two ads for Capestorm and new high-end SA brand, Lifesounds.

Dominic Wilhelm, Sliced Bread founder and director, says: "The death of the TV Ad is forcing marketers to re-think traditional advertising. The pressure is being induced by shrinking and fragmenting TV audiences and a relentless proliferation of media
channels.

"What this means is that marketers are struggling to cut through media noise and the cost of doing so is increasingly prohibitive, especially when it comes to buying air time to place ads.

"That's in part why the viral ad can be so potent; if successfully created by viral minds, they are self perpetuating, are highly measurable, don't require air time and can be altogether extremely cost effective. Despite the fun we've had with naming our company, we're convinced that the Viral Ad is the best thing since...well, you know what."