Viral marketing, as all the marketing communications tools, has pros and cons in order to influence the consumers’ responses towards the brands. The results of my research indicate that viral marketing efforts are extremely effective to build brand awareness. These results are based on the consumers’ responses to three successful viral marketing campaigns: Drumming Gorilla (Cadbury), Walk in Fridge (Heineken) and Ronaldinho Touch of Gold (Nike).
The findings of this study are supported by other researches. Dobele, Toleman and Beverland (2005) and Ferguson (2008) analyzed, through case study research of some of the most successful viral marketing campaigns, the consumers’ responses to viral marketing stimuli in terms of brand awareness and attitudes and motivations regarding the brand.
Ferguson (2008) explored consumers’ responses to eight real life campaigns of well-known multinational companies such as Lego, Dell, Burger King, Dunkin’ Donuts and Procter and Gamble. He interviewed the marketing directors of these companies and the head managers of the online advertising agencies which conducted the viral marketing campaigns. The conclusions of this study are as follows: