There is no secret formula to going viral with a campaign. ‘Going viral’ seems to be a lusty obsession of the marketing world. Yet even if you scour the internet for hours on end, read all the ‘tips and the tricks’ until your eyes bleed, you will still be beaten by a middle age woman in joyful hysterics over a Chewbacca mask.
However, at Ogilvy PR, viral campaigns seem to be ‘another day in the office.’
Let us begin with ‘The Look-Up Experiment.’ This was the second edition of the Dolmio Pepper Hacker clip that attracted 100 million views across Facebook and YouTube, and sparked worldwide conversation around the complaint that technology is disrupting family dinner times.
Watch it for yourself here: https://www.youtube.com/watch?v=HUgv5MDF0cQ.
Dolmio conducted a second hilarious social experiment and used the Dolmio Pepper Hacker to disable Wi-Fi at the dinner table, revealing just how distracting technology can be in the family home. With 130 pieces of coverage, conversation sparked up everywhere about Dolmio, highlighting how important it is to disconnect from technology and reconnect with the ones you love: https://www.youtube.com/watch?v=dN04OO67_do
And then comes probably the most breathtaking photograph of the year. Labeled by news.com as “the photo taken by an Australian, that’s sent the internet into meltdown.” Cameron Spencer, of Getty Images, captured the cheeky smile as Usain Bolt charged ahead to secure gold in the 100 metres at the Rio Olympics. We were proud to be a part of the media madness to ensure the photo was seen all over the world. Cameron Spencer is living proof of the true talent that exists in Getty Images.
Finally, to the campaign that ‘broke’ the internet as far as Russia, China and the United States are concerned. The teams sat in a typical morning brainstorm, tossing ideas around about how to best celebrate the launch of the Xbox One S console. A few heated debates and puns later, the Xbox One-sie was born.
David Ogilvy once said, “The best ideas come as jokes. Make your thinking as funny as possible.”
And that’s just what we did.
The Onesie started to come to life. It was the perfect piece of clothing to suit all your gaming needs. An oversized hood to fit your headset, pockets for snacks, and compartments to fit your phone, Xbox controller and media remote. This ultimate gaming garment set social media and news publications on fire, with 95 pieces of coverage from local outlets and 250 pieces of international coverage including TIME, BuzzFeed, Mashable, The Verge, Fairfax Media and News Corp. Through two posts on Xbox’s social channels, we achieved an organic reach of more than 420,000 people.
From making “onesies” for global gamers, to creating an oversized bed for Kanye West, being a part of history, to starting a nationwide conversation about the importance of family mealtime; we at Ogilvy PR love going viral and being in the eye of the storm! We will continue to bring stories to life and be a part of the global conversations, every minute, of every day.