I like a couple of things about about the Fight For Kisses viral from Wilkinson Sword. Firstly it is one of the funniest that I’ve seen in a long time. Secondly they’ve got their target audience spot on – dad with young kids, fighting for the yummy mummy’s attention (btw, that’s me and the person who sent it to me knew that). They’ve gone after a specific niche audience for their product and nailed it.
In fairness they’ve put some real effort into designing and creating this campaign. Not only is there the funny intro but there is depth aswell including a full game to download, screensavers, e-cards and so on. Why it works for WS is 1) i received it from someone else, 2)they have the product right in the middle of it and 3)they are doing effective data collection when you go to download the game. Oh, and the flash design is excellent, so it’s enjoyable to interact with. Well done to the designers.
Incidentally here are two of my other favourite virals of all time:
Carlson’s Big Beer Ad:
John West’s Salmon Fisher (the first viral campaign I can remember seeing probably 10 years ago):