Top Gear has launched an online viral campaign to promote the recently relaunched TopGear.com.
1. Don’t call it a viral campaign. You can’t plan for anything like that, you can put all the pieces in place and it can still flop- you can say later that something spread in the manner of a viral infection. And why would you want to start an bad infection of something. Yes, it’s a common complaint of mine, but I like to bring it up occasionally. At least they’re not calling it a successful viral campaign, which I’ve seen in some press releases.
2. Why does the NMA online never add links? I’ve put my own in there.
3. Where is it? Where’s the campaign? There’s a news story out and I see nothing on the sites which seem to be the videos mentioned. The BBC have over 100 videos on the Top Gear channel, but nothing as described. I’m assuming the Facebook fan page is the correct one, although the fact that it links to a YouTube video that has been taken down by BBC WorldWide makes me question that, but there is nothing to suggest another group is more official.
If you’re going to chase press for a digital campaign, it really should be working before you talk about it.