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Yawning Coffee Machine

How a campaign goes viral: the Douwe Egberts example [Infographic]

Can we make this go viral? If you want to make anyone in a decent digital agency cringe, ask them that question.

They hate it so much because, in all honesty, there’s no guaranteed way you can make a product or a campaign goes viral. There are however a few things you can do, once you’ve got a good, compelling piece of content to make sure that the right eyeballs end up seeing it.

To give you an idea of what the right steps to take might be, it’s worth taking a look at a campaign that got a lot of positive attention. You might recall the Douwe Egberts yawn powered coffee machine we featured on the site recently. The campaign saw international coffee-house Douwe Egberts set up a vending machine capable of picking up on facial movements and recognising a yawn — prompting it to fill up a cup for you.

The coffee machine was set up at the airport’s international arrivals terminal. A few foreigners arriving in the country, and some locals returning to South Africa, must have been pleasantly surprised to discover a machine that realised they needed a quick pick me up.

As it turns out, the campaign did pretty well, eventually being picked up the likes of Time Magazine, Huffington Post and Gawker, generating hundreds of thousands of YouTube views along the way.

It was a cool campaign but, as this infographic shows, it probably wouldn’t have gotten as far as it did without the right kind of seeding making sure that it had eyeballs on it from the start.

Viral Campaign infographic

Full size

Author | Stuart Thomas: Senior Reporter

Stuart Thomas: Senior Reporter
Stuart Thomas joined the Burn Media team in 2011 while finishing off an MA in South African Literature. Eager to prove his geek credentials, he allowed himself to be thrown in the deep and did his best stay afloat. When not fused with his keyboard, you can find him... More
  • Chrisjan Botha

    ….and quietly making the the packing lighter (200g instead of 250g) and upping the price by R 2-00with the effect that it now cost R 190-00 per kg instead of R 140-00……

  • true_copy_of_the_original

    Yo have noticed…less for more… otherwise known as “value engineering” but in real terms called “scr_w the customer”

  • Chrisjan Botha

    Yes – the did the same with All Gold Tomato Sauce – 750g to 700g and upped the price – Tiger Brands did not even acknowledge my e-mail…