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Monday, July 10, 2006

Why Israel didn´t make it to the Soccer World Cup...

Do you want to know why Israel didn´t make it to the World Cup in Germany? Check this video out. By the way, many thanks to Neila for the link.

Apart from that and on such videos in general, I read in this week´s issue of the British free-market newspaper The Economist that some advertising companies specialize in creating funny and shocking videos. One example they provide is Kontraband, a London-based firm specialized in "viral" marketing. Such advertising videos are aimed at creating an online buzz, mainly through e-mails and links sent amongst friends - exactly like Neila sent the video to me.


  • Oh, I wanna go to Israel! You´ve got incredible girls there

    one serious question: how do internet viral marketing video advertising companies make money?

    By Anonymous Anonymous, at 7/11/2006 12:01:00 AM  

  • simple. they're paid by the client just like normal ad agencies.
    A partner of a contact agency told me at an university event that most of the "spoof" or "fake" ads on the net are really done by real agencies for the real companies. I had hard time believing him because at the event he also showed their latest "viral campaign" video clip which was so out of touch (and crappy) that I wasn't surprised later it was the only time I saw that clip.
    The problem with "viral" grassroots campaigns is that our generation has gotten so cynical, critical and saturated with ads that as soon as there's even a hint of marketing, we avoid it. it's like spam.

    By Blogger Kari, at 7/11/2006 10:06:00 AM  

  • Exactly. Actually, to be more accurate, viral advertising agencies make their clients pay a flat fee, independent from the success of a campaign. The reason why they do so is to avoid their (sometimes small) clients to go bankrupt in case the movie is saw by millions of people online (a figure they can track easily through regular counting tools).

    By Blogger Jeremy Fain, at 7/11/2006 10:24:00 AM  

  • Gagan, why are you anonymous?? I have tracked your IP, I know it's you!!

    Jeremy, let me introduce you to my boss at Span: Gagan;)

    By Blogger Clarsky, at 7/11/2006 06:27:00 PM  

  • I think that Kari raised an interesting point: as soon as the viewer notices that, beyond the funny aspects, the ad has a marketing goal they turn away from it.

    In my opinion, the best viral campaigns are those that are honest with their marketing goals. The most honest you can get is to tie the campaign with the company's website. Such was the case of French Electronic Retailer Fnac ( where, until a couple of weeks ago, had funny videos (accessible from the website) about a fake gathering of Anonymous Technophobic people. Not surprisingly, the remedy to the illness always seemed to be... buying a product from Fnac.


    ps: Finland huh? Nice girls there too...

    By Blogger Jedi, at 7/12/2006 11:34:00 AM  

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