I love how Seth Godin defines viral marketing. It’s a simple, straight-forward explanation, and it goes something like this:

Viral marketing is an idea that spreads–and an idea that while it is spreading actually helps market your business or cause. Because the currency of our future is ideas- the idea virus mechanism is how those ideas propagate.

His 12 year-old book on viral marketing “Unleashing the ideavirus” is still one of the most sought-after and relevant resources on the subject. You can read it for free here.

The fact is, technology is one of the best things that has happened to us marketers. Word-of-mouth has taken a whole other dimension. The Internet- with social media, emailing, blogging, IMing, etc.- has served as the ultimate slingshot for the faster spread of our messages.

Here’s a pretty neat Infographic brought to us by ProBlogger and Voltaire that helps us understand the viral content marketing phenomenon. From its anatomy, types, reasons why we share, and how it all comes down to Metcalfe’s Law, it’s all there, so check it out:

By Maria Elena Moré

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Connect with More Than Branding on Facebook and Twitter (@MTBranding)

There is a universal truth that stems from the most essential belief in psychology: we learn from experience. And that same principle applies to marketing. The way a brand functions and the feelings it evokes within us are vital to the ultimate perception we possess of it.

As markets oversupply, the process and methodology through which we communicate a product’s attributes is just as important as coming up with those specific attributes. Focusing on delivering experiences is an ideal way of developing relationships and bonds that enable brands to grow over time.

As the name implies, experiential marketing refers to the customer experiences with a brand, product or service that allow users to interact in a sensory way. It triggers motivation more than any other channel of communication and instigates word-of-mouth. Brands that excite people have more strength in the subconscious level of the mind since it stimulates the neural region that makes decisions.

What are some of the benefits of implementing an experiential marketing strategy?

• Generate awareness
• Create an emotional connection
• Develop positive perceptions
• Show off its attributes
• Gain credibility
• Guide preferences
• Stimulate purchases

If you are interesed in implementing this sort of approach, start off by asking yourself: is my brand exciting, exhilarating, fun, relaxing, stimulating, etc.? Which sort of associations will I stir up in the mind through this stunt?  Will the experience impact the human senses? (sight, sound, scent, taste, feel) If so, which? How will it make people feel? Would they want to use the brand?

To kick-off the week, More Than Branding brings you 11 examples of experiential marketing at its best:

NATIONAL GEOGRAPHIC – “Augmented Reality”

ASICS- “Run with Ryan”

MERCEDES-BENZ – “Looks fast. Even in park.”

SPANAIR – “Unexpected luggage”

TROPICANA – “Brighter mornings for brighter days”

COCA-COLA – “The Coca-Cola friendship machine”

FOX CRIME – “Interactive Billboard”

GRANATA PET STORE – “Snack Check”

VOLKSWAGEN – “The fun theory”

HARPER COLLINS – “This dark endeavor”

BAR AURORA & BOTECO FERRAZ – “Drunk Valet”

By Maria Elena Moré and Katy Capriles

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Connect with More Than Branding on Facebook and Twitter (@MTBranding)

How does brand recognition, desire and impulse relate to color? How much does a particular tone affect the way people behave towards our products? As mentioned in Could this be the future of retail therapy?, image is an essential ingredient that acts as a catalyst working towards or against you. “Consider that more than half of purchases are based on emotions, especially when a client is unsure and must choose between two brands.”  The way you act and ultimate behave will be greatly influenced by your experience in that precise moment and how a brand’s delivery conquers all of your senses.

Through this infographic, the folks of KISSmetrics shed some light on the impact of visuals and how it affects our impulses. Words, design and time play an important role in the way we perceive everything.

By Maria Elena Moré

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Connect with More Than Branding on Facebook and Twitter (@MTBranding)

When it comes to dreams, nothing beats the affairs of the heart. What moves us, inspires us and changes us is all there… one beat away from the next. It makes us take a giant leap into the realms of aspirations and nurtures the very spirit that guides us through its pitfalls.

Under this notion comes TBWA\Dominicana’s most recent campaign for Hyundai.

“El motor que me mueve” – loosely translated as “The engine that drives me”- is based on the notion that we all have something that drives us to a higher purpose. Hyundai’s positioning in Dominican Republic stems from it’s slogan “Hyundai- Es ir más lejos” (“Hyundai- To go beyond”), making it a brand that sells the idea and means through which you can gain more out of life.

“The campaign intends to be an analogy between man and machine. Vehicles have engines that take us further, whereas humans have the will that feeds from the heart and feelings.” Fernando Muñoz*, Senior Copywriter for the account, says his inspiration came from his daughter Mia, the force behind his dreams.

The creative and production team quickly came up with three distinct but perfect examples of individuals that have succeeded in different areas of life- Mahatma Gandhi, Adriana Macías and Osvaldo Virgil.

Days before the launch, a website with the hashtag #elmotorquememueve and a timer anounced the countdown towards the big day. Expectation and speculation mounted over who or what would be announced, drawing people into the site www.elmotorquememueve.com, instigating curiosity and interest.

Screenshot of the countdown that led towards the ad's launch

Finally, on August 1st, people were able to see the spot, which instantaneously inspired people to write on Twitter and Facebook with the hashtag, sharing their personal “engine that drives them” in life. Check out the thread of comments here and the ad, below: (in Spanish)

We go beyond our dreams when our heart steers us towards them. Just as Hyundai does for everyone that drives what’s imprinted with its spirit.

By Maria Elena Moré
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* Fernando (Che) Muñoz on Twitter (@CheMunoz)

Connect with More Than Branding on Facebook and Twitter (@MTBranding).

They say the best gifts come in small packages. It seems like today it’s definitely true.

Recently proclaimed as the “Car of the Decade” by German publication Automobilewoche, the MINI brand has been a pioneer in the creation of a new market segment called “the Premium Small Car.” It was also voted as the Best Resale Value Car 8 years in a row*, and as one of the Top 10 Green Cars* of 2010. Adding to all of that grandeur is the fact that the brand is finally available in Dominican Republic.

The European automobile hit the streets of Santo Domingo with its recent campaign called “Who wants to play?”. Inspired by the brand’s new tagline entitled “Be Mini”, TBWA’s Creative, Copywriting and Art Directors Katy Capriles, Fernando Muñoz and Alejandro Capellán say the inspiration came naturally. With the idea of associating the brand with the mindset of playfulness, openness and extroverted personality, a MINI model was strategically placed outside one of Santo Domingo’s most important shopping malls during the past Christmas season, with a giant remote control that made the car seem as a miniature version that a child could play with.

The reaction to the campaign was nothing short of extraordinary. From international automobile blogs giving great reviews, to Facebook mobile uploads from bystanders, to endless posts on Twitter, the campaign was a success in generating awareness, transmitting MINI’s brand values and communicating that it was available in the Dominican Republic.  Its exposure was an excellent tool that generated sales right on the spot. 

It’s only a matter of time we see what other bright ideas are on the horizon for the brand as a new contender in the market…

There was something I read on the MINI USA website that seemed to fit like a glove:

“After 50 years of motoring, we still can’t wait to see what’s around the next turn…”

Funny you should mention that. Neither can we.

By Maria Elena Moré
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* Kelley Blue Book’s kbb.com

Connect with More Than Branding on Facebook and Twitter (@MTBranding).