A video by Nike, 'Nike Naked Running Camp', shows a fictional group of running enthusiasts who
love nothing more than to streak naked across the US wilderness.The imaginary running camp is
based in South Dakota's Bear Butte (a genuine State Park), and group members gather every
day to embark on long-distance runs wearing nothing but their favourite pair of Nikes.It seems
that sports and viral videos may have a natural connection. Eight months 925 silver ago, EA Sports
capitalised on social media with their Tiger Woods YouTube video.The sports games company noticed a
video clip by an EA Sports enthusiast on YouTube, 'Jesus Shot'. It featured a glitch
in their Tiger Woods PGA Tour game which made it seem that Tiger Woods was
walking on water.EA Sports' video reply, 'Walk on Water', featured the real Tiger Woods in
a scene where he apparently walks on water to Tn Requin take a shot from the middle
of a lake.The clip skyrocketed in popularity and is now a classic example of successful
viral marketing.Why go viral?While it's difficult to get right, viral marketing can be a great
way to engage with customers and increase brand loyalty.The key is to show that the
company is in touch with the zeitgeist and happy to meet users on their own
terms, creating a level platform for interaction.This kind of interaction is very different from the
traditional method of advertising, where the advertiser to consumer relationship automatically takes on more of
a teacher/student character.That old, one-sided approach seems increasingly unbalanced and outmoded as open interaction between
brand and consumer becomes the norm.Corinne writes for atom42, an online marketing agency in London.
Atom42 employs a range of marketing fields to create an integrated online marketing strategy for
each of its clients..
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