1. Dan Howard

2. Before the Internet…
Print Ads
Billboards
TV Commercial
Vicks TV Commercial featuring
Nike billboard featuring
Drew Brees
Kobe Bryant
Got Milk? Ad featuring
Ana Ivanovic

3. Online Advertising
 Traditional video ads don‟t work online1
 Why?
 Prominent Branding Puts Off Viewers
 People Get Bored Right Away
 People Watch for a While but Then Stop2
 What to do?
 Utilize the Groundswell
 Find the „viral factor‟ of celebrity athletes
1 http://onlinelibrary.wiley.com/doi/10.1111/j.1083-6101.2008.00426.x/abstract
2 http://hbr.org/2012/03/the-new-science-of-viral-ads/ar/1

5. Why does it work
 “Authenticity”
 Poor quality
 One camera, single take
 Low production value
 Excites Audience
 WTF Factor
 Energizes Groundswell
 Encourages discussion and reposting

6. Other Examples
 Gillette  Vicks
Evan Longoria Saves Reporter Roger Federer Water Bottle Drew Brees Traditional TV
(2011) Trick Shot (2010) Ad (2011)
6,960,365 Views 9,093,704 Views 8,094 Views

7.  END

8.  References
 GilletteVideosUK. "Amazing Roger Federer Trickshot on
Gillette Ad Shoot." YouTube. YouTube, 16 Aug. 2010. Web. 18
Apr. 2012. <http://www.youtube.com/watch?v=cTl3U6aSd2w>.
 Golan, Guy J., and Lior Zaidner. "Creative Strategies in Viral
Advertising: An Application of Taylor‟s Six-Segment Message
Strategy Wheel." Journal of Computer Mediated
Communication 13.4 (2008). Creative Strategies in Viral
Advertising: An Application of Taylor’s Six-Segment Message
Strategy Wheel. Web. 18 Apr. 2012.
http://onlinelibrary.wiley.com/doi/10.1111/j.1083-
6101.2008.00426.x/abstract
 MrSprts12. "Evan Longoria's Crazy Bare Hand
Catch." YouTube. YouTube, 06 May 2011. Web. 18 Apr. 2012.
<http://www.youtube.com/watch?v=tMujgAAyH-I>.
 Teixeira, Thales. "The New Science of Viral Ads." HBR.org.
Harvard Business Review, Mar. 2012. Web. 18 Apr. 2012.
<http://hbr.org/2012/03/the-new-science-of-viral-ads/ar/1>.
 Vicks. ""Teammates" NyQuil/DayQuil Commercial." YouTube.
YouTube, 13 Sept. 2011. Web. 18 Apr. 2012.
<http://www.youtube.com/watch?v=GTCBGERWAME>.