Case Study: Cadburys Adopts Viral Marketing Scheme
In this article I will look at the messages and values encoded in Cadbury’s recent venture in to viral marketing. I will consider the ways in which campaigns such as Gorilla (2007), Airport (2008) and Eyebrows (2009) subvert the traditional conventions of advertising to engage and sustain the interest of the viewer with fresh take on the Cadbury’s brand identity. This will take the form of a detailed exploration of the campaign in terms of institution, audience, representation and forms and conventions. First, however, I will begin by defining what the term viral marketing means.
Definitions and Explanation
Viral marketing works on the premise that if one person receives a message and passes that message onto five people (and then each one of those five people pass the message onto five more people) soon there will be a lot of people who have heard the message (much like a chain letter or e-mail).
Viral marketing can be an inexpensive way of promoting a company, brand or product. The principle of viral marketing is to create a buzz about something.
Traditionally viral marketing would have taken the form of word of mouth exposure, with many people discussing things that they had seen on last night’s television, sometimes referred to as ‘water cooler talk’. A recent...
