Unit 06
Designing a viral video campaign
職場攻略/市場業務
Workplace English/Communication skills
BRAIN STORM
Share your ideas with your teacher and try to make sentences.
What viral video have you watched?
What was it all about?
VOCABULARY
Repeat these sentences after your teacher.
1. viral marketing (n.) 病毒式營銷
We have to design a viral marketing video.
我們必須設計一個病毒式營銷視頻。
2. generate buzz (phr.) 製造話題
It should generate buzz and become viral.
它會製造話題並成為病毒。
3. brand awareness (phr.) 品牌意識
The video should also increase brand awareness.
該視頻還應提高品牌知名度。
4. word-of-mouth (adj.) 口口相傳
Our product should come from the word-of-mouth of customers.
我們的產品應該來自客戶的口碑。
5. viral video (phr.) 病毒式影片
YouTube is the home of viral videos.
YouTube是病毒視頻的出處。
6. social media networks (adj.) 社交媒體網絡
The website has all our social media networks.
該網站擁有我們所有的社交媒體網絡。
7. traction (n.) 關注
The product should gain traction among consumers.
該產品應在消費者中獲得吸引力。
Dialogue
Read the dialogue aloud with your teacher.
Jason, we need to create a viral marketing campaign to help us generate buzz, and create brand awareness for our new product.
Jason，我們需要創建一個營銷活動來製造話題，為我們的新產品增加品牌知名度。
Well, spreading a message through word-of-mouth is the most commonly used technique for getting a brand’s name out there. I’ve studied different ways of doing this and I’d say video is the best approach for our product.
嗯，口口相傳的傳播方式是最常用的品牌宣傳的技巧。我學過幾種能達到這種傳播方式的技巧，要我說視頻對我們的產品來說是最好的方式。
So we’ll need to create a viral video that’ll effectively spread throughout various social media networks. But how do we gain traction to make it go viral?
那我們要拍一個能造成病毒式傳播效應的視頻，但是我們要怎麼創造這種吸引力呢？
I was thinking of something along the lines of the SodaStream video. You know, the one with Scarlett Johansson.
我在想一些SodaStream這種類型的視頻。你知道，那個關於斯嘉麗·約翰遜的。
Ahh, yes! That’s a good one, but that campaign primarily worked because of Scarlett Johansson. We don’t have the budget for celebrity endorsements.
啊，對啊！那個不錯，但是那個營銷活動能成功主要靠的斯嘉麗·約翰遜。我們沒錢請明星助陣。
That’s true. And these campaigns tend to be rather short-lived. Do you have any suggestions?
這倒是。而且這些營銷手段都不持久。你有其他建議嗎？
Hmm…In order to successfully execute this, we’ll need to ensure that the video content can evoke a strong emotional reaction.
嗯…為了能成功執行方案，我們要保證視頻的內容能激起強烈的情感共鳴。
Yes, it’ll need to be something that’s provocative. The SodaStream ad got even more buzz from different media channels because it was banned from the Super Bowl; it was forbidden and that made it even more enticing to watch.
是的，應該要比較主動。 SodaStream的廣告因為被超級碗比賽禁播了之後反而在其他媒體頻道上更火了；因為人們更想看看禁播的廣告。
We’ll definitely need to launch our campaign on large platforms, such as Twitter and Facebook! But beforehand, we’ll need to revamp our Facebook page. That web page is so cluttered.
我們肯定要在大的平台上做這個活動，比如像Twitter和Facebook！但首先，我們需要更新我們的Facebook頁面，現在的頁面太亂糟糟了。
Agreed. Getting back to the video campaign, any ideas around that?
我同意。回到視頻營銷的問題上，有什麼好點子嗎？
Well, have you seen the Blendtec videos? They featured the blender blending random objects, like iPhones. It had ridiculous amounts of YouTube views. Everyone was talking about it.
嗯，你看過Blendtec的視頻嗎？他們把亂七八糟的東西放到攪拌機裡面打碎，比如iPhone啊。有超多的人在Youtube上面觀看，人人都在討論它。
Oh, yeah, the “Will it blend?” video series. I remember watching those and thinking of all the things I could blend. After watching those videos, even I bought a Blendtec.
哦對，那個“能不能絞碎呢？”的視頻系列。我記得一邊看一邊想可以拿來絞碎的東西。看完視頻之後，我就買了一個Blendtec的攪拌機。
That’s exactly what we want our consumers to do. Our ultimate goal is to generate consumer action. Why do you think it worked?
這就是我們希望我們的消費者做的事。我們的終極目標就是拉動消費者的注意力。你覺得他們為什麼成功了？
Well, it was unexpected. People didn’t expect to see a blender blending an iPhone or golf balls. Since people enjoyed it, they shared it with their friends. And before you knew it, the videos went viral.
嗯，因為出其不意吧。人們沒想到會看到攪拌機絞碎iPhone或是高爾夫球。既然人們很喜歡看，就會分享給朋友。在你意識到之前，這個視頻已經被瘋轉了。
Yes, unexpectedness is key. But it was also successful because it put the product front and center in the campaign. That’s something we need to do. I don’t want to end up with a viral video that has nothing to do with promoting our product.
是的，出其不意是關鍵。但是它之所以成功的關鍵是把在營銷活動中產品放到焦點位置。這是我們需要做的，我不想這個病毒視頻和我們的產品本身沒關係。
Grammar
Infinitive Phrases
An infinitive phrase is a group of words that contain an infinitive and also include modifiers or objects of the action or state expressed in the infinitive.
As a reminder, an infinitive consists of the word to plus a verb (in its simplest form), and it functions as a noun, adjective, or adverb.
1. I like to eat in the morning.
2. He wants to take his wife to the dinner.
3. The manager wants to talk to you tomorrow.
