Once again Samsung have engaged the clever folks at The Viral Factory to develop a viral video to promote one of their latest products. Last time they went to Wales to video LED wrapped sheep (7.5 million views and counting) to promote Samsung’s line of ultrathin LED TV’s. This time they have created a viral video (and perhaps a new genre of viral video) that challenges the viewer to solve a visual trick shown in the video. This new video has already generated 650,ooo views and does a very nice job at demonstrating the quality of the HD video camera that comes with the new Samsung I8910 camera-phone. The video encourages viewers to watch the high-def version of the video to help in solving the riddle. The real purpose of that suggestion of course, is to show-off the quality of the HD video that is captured on the camera-phone.
Judging from the initial viewership and comments the video is already a success. A video response has already been posted using YouTube’s annotation capabilities to reveal the solution to the trick and provide detailed evidence to corroborate the solution.
Would people have watched this video without ‘the challenge’ – no way. If Samsung had created a traditional ad that simply and overtly promoted the high quality HD camera - it would not have spread virally. Nokia, Sony and many other consumer companies are beginning to realize that the reach and impact of a well executed viral video can be far more cost effective than a traditional broadcast ad.
That said, the challenge still remains in creating a video that is compelling enough for people to want to share it – to make it spread virally. Most attempts at viral video are not that compelling. (Calling it viral doesn’t make it so.)
… and broadacast advertisers still has the advantage that even if their ad is absolute crap, some people will still watch it.
Make an impression on! what an idea !! What a concept ! Attractive .. Amazing …