What is Clickbait?

What is Clickbait?

Advertising, Online Marketing, Viral marketing
Clickbait is a controversial advertising tactic for the publishing of online content, by which shocking, attractive or intriguing titles and thumbnails are created with the only purpose of attracting more clicks. Clickbait content distort or exaggerate the material that it supposedly describes. The goal is to trigger an emotional response in the audience. Its equivalent in traditional media is the sensationalist journalism or “yellow press”. How was Clickbait born? Unlike printed newspapers, online media does not have an income from printed material, so they depend entirely on advertising. And the advertising income is directly correlated with the size of the audience, that is, the amount of web traffic that specific media has. Capturing the visitor’s attention became vital for journalism and particularly difficult in a context of information overload. This new…
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Social media crisis: United Breaks Guitars

Social media crisis: United Breaks Guitars

Marketing, Social Media, Viral marketing
When we talk about notorious social media crisis cases, we have to mention United Breaks Guitars. it is an episode from 2009 but its virality made it difficult to forget. All began when Canadian musician Dave Carroll made a trip from Chicago to Omaha by United Airlines in 2008. During a stop-off, he heard another passenger commenting that the airport crew was "throwing guitars". Once at the destination, Carroll found out that his guitar, an expensive $3,500 USD Taylor, was seriously damaged. When he complained to United, he was told that the airline policy is to receive complaints within a 24 hour timeframe only. Considering the time limit was over, they could not do anything. Of course, Carroll got upset and to express his anger he decided to compose a song…
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Pyramid Scheme vs. Affiliate Marketing: What is the difference?

Pyramid Scheme vs. Affiliate Marketing: What is the difference?

Marketing, Viral marketing
Knowing the difference between a pyramid scheme and affiliate marketing is important for business owners and marketers, but also for anyone interested in joining any program to make extra income. The following information can prevent us from committing or becoming victims of illegal activities. The crucial difference between a pyramid and affiliate marketing is that the first one is a crime and the latter a valid marketing tactic. The differences we observe in this article not only apply to what is called affiliate marketing but also to alternative similar terms and models like network marketing, multi-level marketing and referral marketing. Of course there are many kinds of affiliate marketing activities and many kinds of pyramid schemes too, so this is a general approach.   1. Pyramid schemes promise unrealistic earnings We've all probably…
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Viral marketing: Little Baby’s Ice Cream

Viral marketing: Little Baby’s Ice Cream

Online Marketing, Social Media, Viral marketing, YouTube
Little Baby's Ice Cream viral marketing campaign is certainly one of the most shocking ones I've ever seen. This campaign uses a creepy and distasteful imagery to sell an edible product, something that could be considered a huge mistake right off the bat. Nevertheless, this edgy communication tone has led to international fame and millions of YouTube views. But let's talk about the product. Little Baby's Ice Cream is a young ice cream brand based on Philadelphia. It differentiates itself from competitors by innovating with surprising flavours like green apple garlic, cucumber dill, pumpkin latte, Maryland barbecue, tamarind yerba mate and pizza. One of the company's three co-founders, Peter Angevine, says that he came to recognize that “ice cream is a blank canvas, and you can just let your imagination go wild”. Considering the product…
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Natalie Amyot’s hoax

Natalie Amyot’s hoax

Online Marketing, Social Media, Viral marketing, YouTube
In September 2015, a young French tourist claimed on a YouTube video to be looking for an Australian man who got her pregnant. The video was titled "Help me" and in it she states her name is Natalie Amyot and she had a one-night stand with an Australian man in Mooloolaba on Queensland's Sunshine Coast. She added she does not know how to contact him again. Thousands of people believed the story and shared the video to help her. Subsequently, the video became viral, reaching millions of viewers. You can see the clip below, with a new title. https://www.youtube.com/watch?v=zKz3l8wM_JE After a while, some people got suspicious and found out that Natalie Amyot's real name was Alizee Michel and they even showed photos from her social media accounts. She was a student and resident…
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Viral videos: Will It Blend?

Viral videos: Will It Blend?

Online Marketing, Social Media, Viral marketing, YouTube
Will It Blend? is a successful viral marketing campaign that became a show by itself and it is especially interesting for its permanence over time. Tom Dickson, Blendtec's founder, shows how his blenders are able to destroy any kind of things in funny viral YouTube videos. Each video has millions of views, and Dickson has blended a lot of different objects, including ice, matches, a Coca Cola can, credit cards, toys, mobile phones, a rake, lamps, playing cards, a chicken, golf balls, Bic lighters, a fish, a cassette, cubic zirconia, an iPhone and an iPad, among many other things, in more than 100 episodes. https://www.youtube.com/watch?v=lBUJcD6Ws6s According to Blendtec, the idea for this campaign came from the company's experiments to test the quality and strength of their blenders. As a result of the…
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Routine Republic: Taco Bell’s campaign against McDonald’s

Routine Republic: Taco Bell’s campaign against McDonald’s

Case Studies, Online Marketing, Social Media, Viral marketing
Routine Republic is a creative and strange viral campaign created by Taco Bell to attack McDonald's. The TV spots and ads of the campaign show us a repressive dystopian society in which every citizen has the same breakfast and they are all instructed to be always happy. Without naming McDonald's, a lot of the chosen elements, as the color palette and the clowns, make us think immediately about McDonald's. The campaign started as mystery marketing. On the website routinerepublic.com (now redirecting to Taco Bell's website) we were able to see the following video: https://www.youtube.com/watch?v=wA-f4czv7kg In the video, the Taco Bell brand had no mention, we could only see an hexagonal shape as the logo. A second video, posted on YouTube and now removed, is more explicit and tells the story of…
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Grumpy Cat: from meme to millionaire business

Grumpy Cat: from meme to millionaire business

Social Media, Viral marketing
Grumpy Cat is a famous meme which consists in viral photos of a cat with a grumpy face, usually along with funny phrases. As many stories of viral success, Grumpy Cat began by chance. The photos haven't been edited, and the cat does not belong to a rare breed: Tardar Sauce (Grumpy Cat's real name) is a dwarf cat, who became famous when the brother of the owner posted a photo on Reddit, with the title "Meet Grumpy Cat" in 2012. The more virality and fame he got, Grumpy Cat became a real star. He and his owners were invited to many interviews, appearing in Today, Good Morning America, CBS Evening News, The Soup, American Idol, Anderson Live and more. He also took part in a TV spot for Honey Nut…
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Viral videos: Bissell Symphony Subway

Viral videos: Bissell Symphony Subway

Social Media, Viral marketing, YouTube
“Bissell Symphony Subway” is a viral video posted on YouTube by Bissell Canada to demonstrate the effectiveness of the Bissell Symphony vacuum cleaner. The company states that the steam cleaning system of the vacuum gets rid of 99.9% of germs, and it shows it in a shooting in which the company’s brand manager eats from the floor in a subway station after cleaning the area with the vacuum. https://www.youtube.com/watch?v=2C9iDzDl0-A The video is certainly shocking, and the amateur-video style makes us believe we are seeing something real. The people’s reactions contribute to the effect. It should be said that in the video description there is a statement making clear that it is only a dramatization, and that no one should try this at home. In fact, the video has been recorded in an abandoned…
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