Intentional Viral

Using Diesel’ as an example, the push for viral can be a focus

Implications - Diesel proves that knowing your audience and where they aggregate can result in viral success. Rather than relying heavily on traditional print and TV media to promote their brand (like many fashion marketers still do), they’re relying on the web to appeal to their younger demographic. Inspired companies should note that their success has been driven by the ability to evoke emotion, usually through shock or humor. And with multiple executions, there’s less chance of message fatigue for an audience that’s easily bored.
SCORE 5.7
Popularity
Activity
Freshness
Megatrends
Patterns
116,451 Total Clicks
Apr 06 - Dec 07
V. Hot
Featured Examples
Runway Holograms - The Deisel Fashion Show Brings Grungewear to Otherworldy Dimensions -
SCORE 6.9
Warm 49,084 Clicks Pub: Jun 27, 07
Runway Holograms - The Deisel Fashion Show Brings Grungewear to Otherworldy Dimensions
Giant aquatic creatures from the deep, snaking robots made from watches and one man submarines were among many other things never before seen on the catwalk, that stunned the audience in Florence, Italy… [More]
F-ck the Environment - Diesel's Global Warming Ready Campaign
SCORE 6.1
Warm 37,096 Clicks Pub: Mar 7, 07
F-ck the Environment
Diesel's Global Warming Ready Campaign
Diesel's latest advertising campaign is timely to say the least. The campaign depicts a drastically changed world, altered by the effects of Global Warming. Taking on a long time serious issue, but one… [More]
Diesel Website (and Salesman) Hijacked by Two Lingerie Models
SCORE 6.6
Warm 12,613 Clicks Pub: Jan 23, 07
Diesel Website (and Salesman) Hijacked by Two Lingerie Models
Oh look, two models have hijacked Diesel's websites, captured a salesman and tied him to a bed. They've made their demands to Diesel and are now taking requests from readers on what to do with the captured… [More]
Girl Loses Arm Using Futuristic iPhone Device - New Diesel Campaign
SCORE 6.4
Warm 8,239 Clicks Pub: Oct 4, 07
Girl Loses Arm Using Futuristic iPhone Device
New Diesel Campaign
It is commonly felt that we are moving towards a future where technology rules the day and will make everyone's lives perfect. Sites like this one highlight our increasing fascination with technology and… [More]
Diesel fashion label launches wines
SCORE 4.4
Average 5,125 Clicks Pub: Apr 20, 06
Diesel fashion label launches wines
The ultra-fashionable – and ultra-expensive – jeans label Diesel has launched itself into the wine business. Renzo Rosso, founder of the label, presented three new wines at Vinitaly earlier this month.… [More]
Cigarettes and Alcohol Used to Market Fashion - Diesel Pushes Limits
SCORE 3.6
Mild 4,294 Clicks Pub: Oct 25, 06
Cigarettes and Alcohol Used to Market Fashion
Diesel Pushes Limits
Last week, I wrote about how the world of Fashion is associating itself with porn. Equally shocking, we now have an example of Diesel, a major label, associating itself with cigarettes and alcohol. Piers… [More]
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