Many innovative apps deliver great value to the end-user, yet only few succeed. Without exception, apps invest in product videos which logically highlight the service's uses and benefits. Additional efforts focus on earning "free" exposure on industry publications via tech shows, press releases and the like. Meanwhile, developers focus on making their app easy to share to the point that a "Share" button has become synonymous with viral marketing.
While of these efforts are important, the emotional vs. rational debate has long beensettled in academics – buying decisions are emotional more than they are rational.
So why is this happening? Has the viral advertising industry failed to deliver on itspromise of reaching out to the masses with negligible budgets? Or have effective viralcampaigns simply become too costly for small players? Can successful viral campaignsbe premeditated, or are they accidental flukes?
The lecture will cover the creative theory and evolution of the viral advertising industrysince its inception in London 10 years ago, and how memes function as the creativeengines that drives earned, rather than paid, media. Cost-effective seeding techniqueswill also be covered in the context of the prevailing academic schools of thoughts.
According to Gil, most products are not inherently viral, but cracking the right meme forany product's USP can make the difference between success and failure. During thelecture, relevant viral video campaigns will be screened.
Gil Lavie is a pioneer in the field of Viral Advertising. Born and educated in the U.S,he holds a B.A in Political Science from U.C.L.A and an MBA in Finance from U.S.C.After a short career in hi-tech marketing B2C startups, Gil founded KetaKeta, amongthe first viral ad agencies to exist in 2003. As the Creative Director, he was responsiblefor numerous viral video campaigns that reached out to millions with no media-buyingbudgets. Many of the viral ads were later featured as news items or comic breaks on TVbroadcasters including BBC, CNN, SkyNews, CBS, JNN, National Geographic, Keshetand more.
In the past four years Gil has been researching the fields of Humor and Memetics, while developing a cross-platform project called the "Humor Olympics". Gil also lectures at the IDC Hertzliya Communications Department on Viral Advertising.