WordSpreadsQuickly.com

Lots of coverage and press releases this morning about the big game as well as chatter about how advertisers are missing opportunities to tie in search marketing and I’ll add linking these online experiences to accelerate word-of-mouth.

iFilm.com has an interesting pass along element that quickly allows you to “snag” a favorite commerical by providing a string of code that individuals can add to their sites — and the description copy even include the usual list of community sites like MySpace and Friendster.

Note: I tried to embed the code string but the load times were way too slow. So I’m just going to include a screen grab that you can blow up to see the elements.

If you want to snag some super bowl commericals you can do it here.

This is a simple yet overlook aspect of publishing that will likely become even more common place in the weeks and months ahead.

Here’s the standard social networking stuff included in the iFilm.com page of Super Bowl XL ads:

Bookmark
Download link
Send to a Friend
Rate this Video

The rate this video component of the page is perhaps the weakest execution in this instance since at first glance the ratings appear to be anchored. However, there is a mouse roll-over effect that pops instruction text inviting the viewer to “Rate this video.” Your “vote” changes the color of the viewable ratings from blue to gold, however, we’re not shown how many people voted and iFilm misses an opportunity for individuals to become engaged with one another so that they could move individual behavior beyond viewing to communicating. Spreading messages is one component of word-of-mouth implementation online but in this instance it is short lived and the fundamental goal of the campaign is missed: building iFilm as a central hub for connecting with other individuals who are passionate about video.

The “Send to A Friend” pass along aspect is hampered by the process steps introduced by iFilm. Having a link go to a registration page creates frustration and misses the opporunity to allow individual to push emails (which is limiting as well — having an instant messaging link is so import to achieving desired behavioral response) that individuals may simply churn out from here and not return. An alternative step is to allow individuals to send once with a cap of 3 distributions for the first video and, then require the sender to register if they select to send another video to friends. Just a thought.

Click on the image to enlarge:

One last piece of feedback: online content distribution opportunities are missed by not including other outlets for individuals to use social bookmarks that could be linked to other platforms so that iFilm could leverage the distribution power of other content distributors.

TAGS: iFilm, Super Bowl Commercials, Creating Community, Engaging individuals, Word of Mouth marketing, instant messaging, pass along, using video to drive pass alongifilm