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Wanna play with me? Part III – Conclusion (viral advertising) October 2, 2007

Posted by alasbarricadas in Uncategorized.
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If you enter Axe’s website (choose Spain) there’s a specific link called “viral” where you will find the love machine, the feather and other gadgets such as Axe’s lips (indescribable!). According to the Wikipedia:

“Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes … It can be word-of-mouth delivered or enhanced by the network effects of the Internet. Viral marketing is a marketing phenomenon that facilitates and encourages people to pass along a marketing message voluntarily. Viral promotions may take the form of funny video clips, interactive flash games, advergames, images, or even text messages “

I think it’s very interesting that Axe’s website (Spanish version) has this specific micro-site called Viral, at least they do not try to hide it! but let’s concentrate on these three sentences I underlined before. Do you think all these sexists campaigns produce increases in brand awareness? Moreover, do they encourage people to pass along their marketing messages? And last but not least, can these campaigns be considered “funny”?

I cannot deny that Axe’s campaigns are effective. Everybody talks about that deodorant, even three old ladies I find every morning (7 AM) at the swimming pool; today they were talking about that TV ad in which a girl meets for the first time her boyfriend’s parents (Bomchickawahwah effect). “It’s really disgusting and tasteless”, said one of them – Yes but we are talking about it!, answered another one. And that’s what I was thinking about it, you women, who might be in your seventies and may be also widow, are talking about a brand and a product you’ll never buy!

Did they know I was writing these posts? Were they talking on purpose? I couldn’t hide a smile on my face.

 

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