It's all about the moo-money
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Durham, NC (PRWEB) May 30, 2008
Mid-Band Ethernet Provider, Hatteras Networks, has launched a new viral video. Viral video is a term that was coined by a Harvard professor in 1996 referring to video film content that gains popularity as it's shared on the Internet, through e-mail, IM messages, blogs and other media-sharing Web sites. As people see certain films they like or dislike, they share their findings with others, who tell others and so on, while the film is shared countless times over.
Historically, viral videos were produced primarily by amateur filmmakers taking advantage of inexpensive cameras and camera phones, and easy-to-use editing and publishing tools. And most early viral videos consisted of more personalized and humorous content that was shared with friends and family.
But with the proliferation of this new media, a number of companies stepped up to the plate and began using viral videos in their marketing strategies. Kodak, Trojan and Ford, for example, were among the first corporations to experiment with viral videos.
Hatteras has joined the business-to-business marketers that are leveraging YouTube to reach their market. Consider the mid-band Ethernet provider's "Cash Cow" viral video. The video features a mooing cow talking about the benefits of delivering Ethernet connectivity of copper wire, with a wonderfully pink nose and a deep, comforting voice. "It's all about the moo-money," the film's leading cow explains to viewers in this video pitch -- whimsical in nature, but offering a formidable marketing message on target with the company's branding.
"We have seen a number of marketing firms capitalize on the viral film fervor and dedicate at least some of their services to creating or marketing viral video for clients who value this new means of communicating with the masses," says Gary Bolton, Vice President of Marketing for Hatteras Networks.
"And there is an abundance of prospective viewers on the receiving end. It's estimated that more than 6 billion people around the globe use the Internet. And according to recent research, more people surf the net than watch TV. In other words, Internet surfing has surpassed television watching as the largest recreational activity in the world," explains Bolton.
Hatteras sees these figures as very impressive along with the fact that YouTube currently hosts 78.3 million videos, and 150,000 are added every day. "YouTube hosts 64 million visitors a month and the site is a near perfect representation of all Internet users, meaning that it doesn't sway heavily to a specific demographic. Based on findings like this, the future for viral videos as a marketing tool is ripe," says Bolton"
Last year, Cadbury's gorilla drummer video scored more than 5 million views on YouTube and was ranked the number one viral video ad in the world by the agency GoViral, based in London. Second-place honors went to the Smirnoff's Green Tea Partay film, with 3.4 million views.
For companies looking for a new and exciting means of marketing themselves, viral videos offer a very cool possibility.
Sure, household consumer brands like Smirnoff, Cadbury, Sony and Apple still have a strong YouTube presence, but successful companies are promoting everything from commercial real estate, to enterprise software to Mid Band Ethernet access on the popular site.
"The Cash Cow video is a light hearted way to connect with our audience," says Bolton. "It's funny and cute, but it's also on message with the Hatteras value proposition."
The film concludes with the phrase: "I'm the New Cash Cow and I approve this message", an entertaining takeoff of the political campaign ads that have bombarded viewers in recent months.
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