Tapping into the media
Ask your team or a client to set a goal for a campaign, and you're likely to get a lot of responses that are specific to your brand. But no matter what you're promoting, you'll also hear the V-word -- viral.
While a campaign's viral capacity often hinges on good creative, Seth Dallaire, who oversees the campaigns that run on Microsoft's network, says creativity is just the starting point for any viral campaign. Brands looking to break out of the pack should make certain that their campaigns are innovative (i.e., doing something people haven't seen before), interactive (i.e., focused on user participation), and designed with the PR team in mind, Dallaire advises.
While those are noble principles, they can also be a little vague. For that reason, we're going to take a look at five very different campaigns for some concrete guidance. Check out these brands that tapped into the power of free press coverage.
