Any teaser can
be successful if it arouses of the interest and proposes to the Internet user
the ways to spread it. But how take it there?
The need of a good teaser
But even
before wondering which size to choose, the announcer has to define the
objectives which he wishes to see filling by his campaign because this one is
expensive as well as a classic campaign. It is about a generally known campaign,
about a product launch, about a necessity of enriching its base of e-mail
addresses... which case needs to favor a participative, playful device, etc.
Objectives
which will take a coded) shape: number of views, visitors, shared devices,
e-mail address collected. That is why it is necessary to plan from the
beginning how to measure the efficiency of the viral device in the same way as
a more classic teaser campaign. " We shall set up a partnership with the
platform of division, a solution of
tracking or another meter on the player ", proposes Arthur Kannas,
president of the group Heaven. To be viral, " the device must be sent by a
person to at least five others ", estimates Grégory Pouy, director
strategy and communication at Vanksen.
Make your own good teaser
But there
is no viral device without technical support which allows sharing it. Indeed,
calls back Grégory Pouy at Vanksen, " it is necessary to allow first of
all the Internet user to pass on it in his/her turn, easily, to other people,
that is by means of a permalink code or an embed as regards the video ".
The permalink is a link which we pass on to another Internet user and who gives
directly access to the video. The embed is a code which allows to add the video
on a blog.
There is no
miracle; certain subjects are more carriers than others: the humor, the
extreme, the hoaxes, the parodies, the performances, and the celebrities even
if they are false. But it is necessary to pay attention not to exceed the
limits of the propriety by taking the easy way out as to play on a cultural
fact or an event, on prejudice or clichés. Unless making it aptly. Romain
Achard quotes the Record example of The Beach which took out with an enormous
success the song "Headbutt" further to the gesture of Zinedine
Zidane. Otherwise, we can play with the ambigüité by urging the Internet user
to wonder if what he sees is true or not (even the example opposite).
