Viral Video: ‘A video clip that gains widespread popularity through the process of Internet sharing, typically through email or Instant messaging, blogs and other media sharing websites.’ Source: Wikipedia

There was a time when viral video campaigns felt organic and about community and the best ones still work on the principle of getting the message out there. However, the latest crop, to my mind at least, seem to be little more than adverts better suited to a cinema audience than the internet.

The problem seems to be that Ad agencies have gotten involved and that means every increasing budgets and higher expectations. The latest two videos that seem to have taken this approach are both about laptops. I like both, for quite different reasons, but neither strike me as anything other than advertising.

The MSI ‘guy catches laptop in butt’ video has that ’share’ appeal vital to virals as it’s simply a corny joke executed really really well. Everyone finds toilet humour funny on some level and this hits that chord nicely – I’m just not sure how many people will remember which notebook, or brand, it is that’s being advertised. Conversely, the latest Sony S.M.A.A campaign leaves its pay-off until the end – it’s not until you’ve sat through this mini-drama that we get to see it’s for a Sony VAIO after all!

Now, I’m not going to tell anyone how to spend their budgets but as community and sharing information is what we do daily on NokNok, there are far more cost-effective and informative ways to get that message out there. However, if viral video is a key part of getting that message out then one of the more successful, in my mind, of late has been setting the Nokia 3720 Classic in jelly! It’s quick, to the point and really has that viral appeal.

Viral marketing can work and works really well but it shouldn’t be the only part of a marketing campaign, it should compliment the other work you’re carrying out online on a daily basis – that’s the true benefit of community sites.

Nokia 3720 Classic:

Laptops have changed that notion, as battery life, portability and usability carry far more weight in the buying decision than just pure ‘grunt power’.

This idea of usability has been added to by price, no more so than here in the UK where we seem obsessed with the idea of a bargain. I should know, I own four of the damn things – two running Windows and two running Linux – and use them all (well, to be honest I’ve retired my Eee PC 701)  – none of which replace the powerhouse desktop replacement I use for work and the serious ‘grunt work’.

I understand the market’s need for netbooks, if you don’t have one then you’re missing out on a 25 million-a-year gold mine, so if you don’t have one then you’re market share will drop. Then there is the money argument, as it’s a great way of getting a sub-£400 machine into stores without actually having to think too hard about it.

However, most of them will end up being used as deal makers by the Telcos looking to expand their Mobile Broadband offerings. Which is why the news that Steve Jobs is working on a netbook for Apple isn’t that much of a shock. I’m just curious as to the type of person, apart from the fan-boys, this type of device will appeal to? I can’t see Apple wanting to get into the cheap-n-cheerful market by bringing out a sub-£350 netbook, can you?

This means that any potential Apple netbook will be high-end, think Sony VAIO P Series, so closer to £800, which is where Apple’s fully-featured and faster laptops start. Then if it’s to appeal to the Telcos to bundle with Mobile Broadband packages, well surely that’s the job of the iPhone?

I’m keen to see what Apple decides is the right size, shape and price for it’s netbook and I’m sure I’ll wiling find a place for it in my collection, I just can’t help getting images of the G4 Cube popping into my head every time I think of the Apple netbook, though – another Apple device that was a great idea that no one, sadly, wanted to buy.