“Piano Stairs”, a video on YouTube, has been viewed over 14 millions times at the time of writing this post; it’s the number one most viewed, most favorited, top rated and most discussed video in Sweden. Very successful viral marketing campaign.
Watch it one more time and enjoy even if you enjoyed it already:
”Take the stairs instead of the escalator or elevator and feel better” is something we often hear or read in newspapers. Did you follow that advice? I did but most people don’t.
But, as you can see in the video above, how did they get more people to take the stairs over the escalator? By making it fun to do.
It’s a successful viral marketing campaign from Volkswagen Sweden and DDB Stockholm, themed Fun Theory.
The campaign successfully infused fun into people’s daily activities, which positioned Volkswagen and its new BlueMotion Technologies brand as environmentally friendly and fun.
Another viral video from Fun Theory (my favorite; over 3 million views so far):
Why did people throw rubbish in the bin instead of onto the floor (easy to do but many failed to do)? Obviously, it’s fun to do so.
Social media is more and more popular; it’s becoming a channel marketers can not ignore. What I often see in Singapore is, companies spend most time building a presence in social media instead of engaging their audience, building a Facebook Page with many fans, setting up a Twitter account with thousands of funs, sponsoring bloggers to talk about their product or services…
Social media is not easy to master; but, “fun” can be easily understood by all marketers. Does your social media marketing campaign infuse “fun” factor? Does your audience feel the fun when you engage them? Any fun for them to take action?
I couldn’t understand it when I saw more and more people “checking in” on foursquare in Facebook news stream; it seemed totally meaningless to me. But I knew there must be something about this service that makes people use. So I registered, tried it myself and found the reason: it’s fun.
Foursquare users are motivated with points, leader boards and badges; rewarded for being adventuresome.
Fun and happiness are important in people’s life; marketers can think about the “fun” factor and embrace it into the social media strategies.
Make it fun to be a marketers; and make your campaign fun for every one, especially your audience!