I almost forgot about this spledid viral until Marco from MarketingFacts did a repost of it. To add it to my online archive was only a natural reaction. The difference with regular virals, as Marco pointed out, is that in fact this isn’t a viral that’s been used for end-users/consumers, it’s a work of art for a business-to-business communication. Over 1 million of downloads illustrate this viral’s success.
Marco brought this up because John Cass from Backbone Media just recently did an interview with Bob Cramer (LiveVault’s CEO) about this ‘John Cleese campaign.
To refresh your memory here’s the beautiful clip that started it all :
Whatever you do, don’t click the third button when the movie’s done !
LiveVault recently launched a second promotional webinar called
“John Cleese’s completely unbiased and thoroughly un-roman online backup webinarâ€
From the interview :
Bob Cramer :
“Our goal with the video was to achieve awareness, but it had to be a soft sell, we thought a lot about the balance between promoting our brand, and making a funny video that would be successful. That’s why we went for pure awareness, we thought we’d get more impact, while we had great results in terms of downloads.
We thought for our second effort we’d stress the brand more. The second video is a webinar, we’ve discovered that a webinar is our most effective tool for sales. We bring back John Cleese as the same character, but this time in an animated yet technical but not boring webinar. It has great depth, its fairly funny and keeps you entertained. We went for a very hard sell with this second project, but made a lot of jokes around the subject paying off John Cleese.
We don’t know if we will achieve the same level of downloads as the first video. Our goal this time is really to target those people who are interested in buying the service, 20,000 downloads from the right people, who are much further down the sale process is what we are aiming for this time.” [Read More]
Back to the new viral, the completely unbiased online webinar :
If you’ve seen it once but would like to tune in again : click here and skip the registration.
Visit [BackupTrauma] to explore it yourself.