View a transcript of this interview

The "get me one of those" imperative among marketers to launch viral video is so pervasive that the entire medium of advertiser supported viral video could be negatively impacted, says Scott Donaton, editor in chief of AdvertisingAge.

Scott told me that careful thought and consideration, along with experimentation, need to be brought to this new medium for it to be successful. He mentioned two viral video campaigns which he thinks works well. Here they are below:

Axe men’s deodorant:

…and another one Scott likes, Philip’s bodygroom razor clip:

AdAge has a really good report from the NAPTE meeting in Las Vegas about the learning that marketers need to gain in being effective with online video advertising.  Check it out. 

, ,