It’s a nice story, storyboarded well, with a nice presentation. Viral videos seem to be all the rage at the moment; and it’s great to see Xerox using it effectively to target such a worthy cause 
This personalised video and website is a good example of what can be done.
Take a look at http://iosnews.com/ to start the experience.
However what seems consistently done by many that adopt this strategy of viral marketing is that they miss the bigger opportunity.
What do I mean? Well think about if…
- I get my personalisd RURL from a friend (http://iosnews.com/Dave.Baldaro118) which brings me to my landing page and the video.
- I watch the video, chuckle and then I refer it to another friend.
- I get some further information (the sales pitch).
- I carry on my day…
Then what?
Did I get a follow-up email? No. And what happens if I go back to the my personalised URL? I get them same experience all over again!
What I should get is relevant communications!
If i have watched the video once via my RURL then if I visit it again the campaign should recognise the fact that I
- want to refer another friend,
- what more information or
- want to watch it again!
It’s the ground-hog syndrome of cross media communications! An effectively interactive campaign should recognise where in the cycle a recipient is and provide relevant communications – not assume that I want the same thing every time.
Am I alone in this, or are personalised communications in danger of ‘dumbing down’ the recipient if not done properly?