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Viral Advert Research

A viral ad is the abbreviated product of the marketing technique that uses social media to advertise its product. It is fully known as Viral Marketing/Advertising as it often goes viral, spreading across the world and is very successful. This marketing technique has often become more popular and favourable with companies as we are currently in a digital age where technology rules, ergo, advertising is more successful through social media. Viral marketing, however, doesn't just solely have to be via social media, viral marketing can advertise via word of mouth and as it gets passed on it begins to spread, this however is clearly a slower process than using social media. A huge positive for viral marketing is that, more often than not, it doesn't cost any money; this therefore means that low-budget films can exploit the use of viral marketing and higher, mainstream, conglomerate companies can additionally exploit it, focusing their costs/funding on other aspects of advertisement and/or production and still be successful with advertisement.

An example of a successful viral ad is the Easter egg hunt devised by Warner Bros Production for The Dark Knight Rises. In order to engage their target audience for the release of the blockbuster film and sequel of The Dark Knight, the advertising team hid Batman logos across the UK and advertised over social media an Easter egg hunt to find the Batman symbols/logos. For every symbol found, the public had to take a photo of it and post it on social media and in reward a clip of the trailer would be released; this spiralled globally and many Batman fans searched across the country to find the logos in order to unlock clips, this ultimately allowed Warner Bros Productions to advertise their film through the public, and as more photos were uploaded onto social media the wider the film was advertised. This therefore allowed Warner Bros to focus funding on other aspects of their film as the advertising was done via the public. The advertising was greatly successful and the public themselves advertised the film engaging audiences and drawing wider audiences in, The Dark Knight Rises generated a $3billion box office gross.    

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