Here’s an interesting situation. Ideazon, who makes “gaming keyboards” (something I must plead ignorant to even knowing existed) has created a very sophisticated viral campaign called “Dominate” that, as I understand it, is not actually “going viral”. Or at least not to the level they’d like (or that the budget would require I’m guessing).
I think the campaign has many of the components needed to go viral with their hard-core gamer target market (95% of customers are male and 82% are over 25) but something seems to be missing in the strategy, execution or media. My guess is that there are a bunch of little things that all dampen the viral impact — probably enough to prevent it from becoming a true hit.
Rather than offer my $0.02 worth I thought I’d leave it as an exercise for you humble One Degree reader. Consider this a group assignment for this, the first full week of December.
- Go to Dominate and review the site. Warning: Some people will be offended by this. Guaranteed. If so, hit the back button quickly and accept this little unicorn chaser to cleanse your mind.
- Think about what great viral marketing campaigns have in common and see if anything is missing from Ideazon’s.
- Consider new ideas they might try to jumpstart things that you haven’t seen elsewhere.
- Report back to us in the comment area below. I look forward to grading your work. 🙂
Originally published at www.onedegree.ca on December 3, 2006.