Viral
marketing videos are to inform and entertain the audience to raise awareness in
their advertisement. These videos can be made for different purposes that will
approach certain audience to catch their attention. For example, the
advertisement of "monesupermarket.com" use this method to
explain how the website would be beneficial towards the audience as there
are two men dancing expressing how they feel about the support and help in
which the website gave. Their slogan "feel epic" emphasizes that after
using this service you will "feel epic."
User
generated videos are created for a similar purpose, but the user creating that
video uses an online system or service. For example,
"therunningmanchallenge" was created for entertainment through
YouTube. Then soon after was made viral as this was posted on various other
digital platforms such as Instagram, Facebook etc. This is different
from viral marketing videos as they're approach is mostly aimed at a targeted
audience, whereas for a user generated video it can be seen by anyone that uses
these digital platforms.
A
South Korean advertisement was firstly aired on TV, then was uploaded onto
YouTube. This was known as 'Varie T' a song made by four rappers for SK
Telecom. It received 3 million views on YouTube. The purpose of this video was
to attract an audience of young adults from the ages of 18-25 to persuade them
into using this mobile network by using the slogan. "I guarantee, varie
T." This is used repeatedly as a hook line in the song to intrigue the
audience to remember this slogan. Each rapper is given 30 seconds each to tell
the audience how four different phones are compatible using this mobile
network. The overall video is creating a sense of professionalism, in which the
after effects and editing that was made. It’s almost as if this could be a
music video. By shooting this on a high street with high fashion retailers
creates this urban and modernized scene shows appeal to young adults that like
to go to those places. The after effects enhance the video to be
modern with the use of colours that are shown as neon lights.
Highlighting the texts within the video. This suggest that the neon lights
could be referring to club lights or a party feel in the video by the use of
the hashtags of each rappers’ name. Moreover, implies that SK Telecom are
attracting an audience of college or university students as they can relate to
this type of lifestyle, as the video appeals more to them than it would to
an older generation.
The music in the background and crowd builds an urban setting which reinforces
a party lifestyle. Conveying that people who listens to hip-hop will watch this
advertisement as they will be more suited to their interest.
Similarly, a Japanese advertisement of Donald Trump was made for entertainment
which takes a similar approach by creating CG and graphics of Donald
Trump. Feminine and neon colours are used in the video to reflect a
young girl's ideal room or could be highlighting the neon lights in Japan
as this is a Japanese advertisement made for entertainment use.
The
start of the video begins in a girl’s bedroom filled with posters of
the candidate running for president. The layout of the room is
similar to how an average teenage girls room would be having posters of someone
they idolise or see as a role model. This suggests that the
audience is aimed at teenage girls as they're main interest is about what
they like. Also, presents how girls imagination as they fantasize about their favorite
idol. In the video we see the girl imagining herself meeting the person
and the video builds a world captivated with everything that associates with
her interest. This enhances how girls' imagination run wild which also explains
there are themes of comical parts.
The video made 6 million views on YouTube. The target audience is met on
a global scale as this isn't marketed at any particular age group. It's more
creative than what you would normally see on a standard advertisement on TV. By
the qualities of how the video was put together e.g. the green screen effects
to make a Donald Trump wonderland and the CG of making a robot sized Donald
Trump. This conveys a comical effect to the audience as its different to what
you would expect of him.
Pocari
Sweat (a drink company) created a viral generated video that
sponsored a marathon that took place in Japan. Their aim was to promote an
active lifestyle through a person's journey that lead up to their training to
marathon which suggest Pocari Sweat wants to bring awareness of informing and
educating the audience. It received a million views exploring how this man
travelled and trained in Japan up until the marathon. This video is six minutes
longer than an normal advertisement that last up to a minute long. The purpose
of the video seems like a documentary of a person's journey of reaching their
goal which links to this idea of setting a goal and completing it. Reinforcing
that people that have goals could become inspired after watching this
advertisement making them physically democratic making them become intrigued
into wanting to set a goal.
The video uses a different approach as compared to the two examples as this
follows an interpretative mode of looking at one's journey of accomplishing a
goal. In which, Pocari Sweat reinforces in their ad explaining looking through
what Pocari Sweat are about more than just being known as an energy drink. The
energy drink is advertising lifestyle through the montage of these two people
training. The sense of lifestyle is portrayed through filming the
go-pro as they're filming their own story which the company dramatises through the journey of these people achieving their goal. To appeal to an adult audience of the ages mid 20s and up that have a similar lifestyle to which the people are doing in the video.
Lastly, the same creator of the Japanese Donald Trump advertisement also
created a 'dog-meme-avi' of small dogs dancing to the
"runningmanchallenge". The small dancing dogs made 2 million views
using the song "My boo" by DJ GhostTown as a backtrack. The quality
of the video is sharply edited using CG throughout using many little dogs
dancing as a group. Bright gradient colours, grids and Japanese captions
surrounding the borders give an adorable effect reflecting a 90s quality video
with the colour scheme and graphics within the video. This type of video would
be watched by a younger generation that are more updated with the internet
trends and like animal videos. Their purpose of making these types of video are used to entertain the
audience through the small and cute image the dog. This type of video follows a user generated video as the content doesn't use assets to attract a particular audience as this can be used to open to anyone online of any age, ethnicity or gender.
In
conclusion, all three videos use different assets in order to make a viral video with the similar aim to advertise their video or product to sell to the audience. Whereas, a user generated video is used in a similar way to entertain people, but mainly used as entertainment to amuse people.
