Comments on: Weezer Viral Attachment http://freshpeel.com/2008/05/weezer-viral-attachment/ Ripe Brand Strategy. Juicy Insights and Trends. Mon, 07 Mar 2011 13:16:53 +0000 hourly 1 By: Marketing & PR News & Ideas, June 13 2008 http://freshpeel.com/2008/05/weezer-viral-attachment/comment-page-1/#comment-1275 Marketing & PR News & Ideas, June 13 2008 Fri, 13 Jun 2008 07:43:36 +0000 http://freshpeel.com/2008/05/weezer-viral-attachment/#comment-1275 [...] Weezer Viral Attachment - Chris Wilson wonders why more companies don’t link themselves to successful viral campaigns, rather than trying the crapshoot of seeing their own efforts go wildly viral. Brendan Hodgson looks at video mashups of politicians, and their impact on campaigns. [...] [...] Weezer Viral Attachment – Chris Wilson wonders why more companies don’t link themselves to successful viral campaigns, rather than trying the crapshoot of seeing their own efforts go wildly viral. Brendan Hodgson looks at video mashups of politicians, and their impact on campaigns. [...]

]]> By: “Pork And Beans Isn’t For Everyone,” or “New Insights, Late On The Bandwagon” « Two Notes Ahead http://freshpeel.com/2008/05/weezer-viral-attachment/comment-page-1/#comment-1238 “Pork And Beans Isn’t For Everyone,” or “New Insights, Late On The Bandwagon” « Two Notes Ahead Mon, 02 Jun 2008 03:27:07 +0000 http://freshpeel.com/2008/05/weezer-viral-attachment/#comment-1238 [...] Late On The Bandwagon” Have you seen Weezer’s new video yet? Chances are you have, but if not, please watch to understand what I’m about to [...] [...] Late On The Bandwagon” Have you seen Weezer’s new video yet? Chances are you have, but if not, please watch to understand what I’m about to [...]

]]> By: robert john ed http://freshpeel.com/2008/05/weezer-viral-attachment/comment-page-1/#comment-1208 robert john ed Wed, 28 May 2008 15:42:43 +0000 http://freshpeel.com/2008/05/weezer-viral-attachment/#comment-1208 Chris, Co-opting as mentioned above is a great idea; but not necessarily a good fit for every company. The problem is that marketers misinterpret what viral is. They think it can be reproduced to garner attention for their brands and products. Unfortunately, that isn't the truth. These things go viral because of intrinsic quality and a cool factor. Reproduction of that is pretty difficult. Brands need to focus more on where their consumers spend time online and figure out ways to initiate themselves in the system...and I'm not talking about display. Viral stuff is great, but we're trying to catch a zephyr. Chris,

Co-opting as mentioned above is a great idea; but not necessarily a good fit for every company.

The problem is that marketers misinterpret what viral is. They think it can be reproduced to garner attention for their brands and products. Unfortunately, that isn’t the truth. These things go viral because of intrinsic quality and a cool factor. Reproduction of that is pretty difficult.

Brands need to focus more on where their consumers spend time online and figure out ways to initiate themselves in the system…and I’m not talking about display. Viral stuff is great, but we’re trying to catch a zephyr.

]]> By: Tim Jackson http://freshpeel.com/2008/05/weezer-viral-attachment/comment-page-1/#comment-1206 Tim Jackson Tue, 27 May 2008 20:23:06 +0000 http://freshpeel.com/2008/05/weezer-viral-attachment/#comment-1206 Chris- thanks for your comment and for the link to the post. I agree that what Nike and Weezer did (or their creatives did) is perfect; embrace what is already there. It isn't co-opting something and making it your own, it's teaming up with those who are already successful, working with them to so-promote their work and your own, and providing the community/ audience with something they have already shown that they like. I'm looking forward to seeing more of these evolving. I'm hoping to also find a way to do something similar... though I currently have no idea how... but I'm thinking. Chris- thanks for your comment and for the link to the post.

I agree that what Nike and Weezer did (or their creatives did) is perfect; embrace what is already there. It isn’t co-opting something and making it your own, it’s teaming up with those who are already successful, working with them to so-promote their work and your own, and providing the community/ audience with something they have already shown that they like.

I’m looking forward to seeing more of these evolving. I’m hoping to also find a way to do something similar… though I currently have no idea how… but I’m thinking.

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