Jimmy Maymann, CEO of GoViral makes online campaigns find their way to the target group. Maymann gave away that, more than once, he sent agencies or advertisers back to their drawing table when he didn’t see a viral possibility or potential in their idea. Even online, the rules are constantly changing. What worked a few years ago, will not work today. Like banners for example, that now seem to be totally ineffective. He also wondered whether it is still useful to lure people to campaign websites. In the end, they don’t want to be there, unless it’s really worth it.
“Does your website have a surplus value for your target group?” This is an appropriate question you have to ask yourself. An exception to this rule, is the website of Apple and Nike. They started, by means of an advanced monitoring technology, a runners community, where you were able to follow your personal development, to exchange routes with other runners, to race against time etc.
According to Maymann, companies have to be present in a smart, but especially authentic way in places where the consumer is to be found, for example social communities nowadays. GoViral created a whole new world for extreme stunts, several fan websites and false news reports for a campaign they made for Nissan Qashqai. It was spread spontaneously over the internet, which led to a gigantic success.
