Nowadays with the proliferation of social and video networks available to all users, spreading a movie clip is relatively simple. However, having the ability to raise it above the massive jungle of movie clips out there (hundreds of thousands of new ones every month) can be challenging. The clip can of course be uploaded to various sites without an investment, but without getting a head start with tens of thousands of users it could take many weeks. Experience shows that accelerating the beginning of the process significantly shortens the initial distribution procedure (reaching an initial critical mass among quality users).
There are a number of channels for distributing messages and clips to various age groups. These include forums, blogs, social network groups, email lists, and influencers of public opinion – all of which are viral promotion channels that also serve as monitoring tools for evaluating the procedure and messages conveyed.
An alternative viral campaign is unlike any other regular media campaign, but rather resembles a strategic campaign, complete with a team of tactical communication consultants. The team in charge of the message distribution must be on guard at all times and respond in real-time to the various spreading of the message, ensuring that the desired values and messages are conveyed at all times. This monitoring and control requires daily ongoing activity in the content realms of internet users in a sophisticated manner, without generating a feeling of official promotional intervention.
