20
and
it” or “sports
e wanted the
ube
ill in the blank
, manager of new
any people have
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eople say things like
asher
ube!” (F
” or “nonprof
im W
T
ouT
e wrote the scripts and cast
COT
.’ W
, who really is the vice president
S
” produced by IBM. The multi-
asher put them onto
undreds of thousands of people have
, Bob Hoey
EERMANM
! Our bosses won’t let us!
’t put video on Y can
ainframe. Lessons one, two, and three were all
VID
e
A
. It went really well and people liked it, so in summer
fices.”
D
. W
” or “business-to-business
ugust 2006. W
that
ic spoof on corporate training videos. Until the end of
’ve got.) The fact is that some of the best viral marketing efforts
conservative
is a terrif
” or “
ers, including the series star
’t even know who produced it. H
, so they get the concept of a ‘mockumentaryfice
But we can’t do
’re a ______________ company
” or “famous
The Art of the Sale
The Of
irst three episodes came out in A
ten get questions and comments about corporate viral marketing. P
” or whatever excuse you
ut we
e did an internal video in 2004 for our sales meeting,” says T
asher and his colleagues at IBM produced the entire video series in-house. “W
I of
“B
with “big
team
come from unlikely sources.
One of my favorite videos is a series of “mockumentaries
episode
the video, you don
watched the series, humanizing a large company in the process.
“W
media web video at IBM Communications. “It was the key things that people needed to know
in 2005, but it also included some laughter
2006 I asked the VP of communications if we could make some videos for external use.”
W
videos to make sense for broad sales and corporate audiences,” he says. “M
seen
the actors—all are IBM
of worldwide sales for System Z, the IBM M
shot in just a day-and-a-half at our IBM of
The f
linked to them from the IBM mainframe blog.
:: How word-of-mouse spreads your ideas for free The New Rules of Viral Marketing
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