Why honesty is a key ingredient to viral success

01/23/2013 | OnlineVideo.net

The most important thing a viral video campaign can do in connecting to viewers is to be honest about who is sponsoring the ad and to maintain the authenticity of unscripted moments, write Stephen Voltz and Fritz Grobe, the masterminds behind the "Coke and Mentos" viral video. Wal-Mart's 2012 attempt to sponsor an RV trip to Wal-Marts across the U.S. without revealing the brand's participation backfired by making the company look sneaky and violated ethical guidelines, they write. "Guard your authenticity every step of the way. It’s important currency in the world of viral video," they add.

View Full Article in:


Published in Brief:

SmartBrief Job Listings for Media

Job Title Company Location
Chief Revenue Officer
Chief Revenue Officer - NY, Denver or San Fran
New York, Denver or San Francisco, NY
Senior Manager, Advertising Technology Operations
Pandora Media, Inc.
Oakland, CA
Director, Operational Enablement and Excellence
Pandora Media, Inc.
Okaland, CA
Sales Director - ROBLOX (New York)
Programmatic Manager
A+E Networks
New York, NY