"Viral campaigns may be in need of a health check "

The Sydney Morning Herald has a bit on viral campaigns this morning, where they conclude that the hype might be cooling off just as marketers, in general, are embracing it - or jumping on the bandwagon rather late. ;)

"People go to the internet for entertainment. They don't go there to see an ad."

said senior brand manager Anthony Toovey at Unilever. They don't go online to watch ads? This site is the exception to the rule then.

As usual, the DMC carries a big point and know just how to poke it in people's eye:

Piers Hogarth-Scott of marketing agency DMC wrote in his blog this week: "So what if the clip has been seen by millions of people? How many influencers saw the clip and are advocating it to their peers? What impact is word of mouth having on sales? What level of sales uplift is attributed to this ad? What's been said about the brand good and bad and how do we engage these people in a two-way dialogue?"