Advertising is maturing; I’ve mentioned before someplace in this blog that the future isn’t the traditional campaign, but rather a series of conversations that take place with users. In its more obvious form this expands toward branded content, where the ratio between entertainment /advertising is about 80 /20. I’ll cover this in-depth in a future post, but now I want to talk about something way simpler.
It’s the PS (aka: photoshop) viral; something that Vancl has done extremely well during Summer 2010, a campaign mentioned in a previous post. The underlying premise is that the original idea is parodied ad infinitum by average netizens. Key ingredients of this is an easy to copy format, and a simple to parody premise.
Getting a campaign like this rolling takes a bit of planning. The first is creating something simple and easy to parody, the second is having your agency create the first wave of parodies and seeding them across the web; afterwards, depending on the simplicity of the creative, netizens will begin mimicking and uploading their own versions, and voila, you’ve got yourself a PS viral campaign.
Check out a few mutations of the original campaign below.