Here's a viral-by-mistake marketing story you gotta love: This summer alt pop band OK Go were getting ready for a tour to promote their second album.

So, there they were in a Chicago-area backyard practicing a dance routine to go with one of their songs, 'A Million Ways.' The problem with practicing a dance routine in a backyard (as opposed to, say, in a dance studio) is there are no mirrors, so you can't see how you look.

Which is why the guys decided to tape the thing on a video camera set up on a tripod. They did their three-minute routine a few times and then checked the video.

One of their girlfriends thought the video looked so fun that she begged them to release it as their official video instead of the "real" video they were planning to do with a professional director. The band laughed at her. Thereupon, she posted the video online and emailed a couple of friends to get a second opinion.

Two point five million downloads later, the boys found themselves invited to perform the dance live on Good Morning America and The Tonight Show.

They've also begun receiving emails from fans with links to homemade videos of other groups of men performing the dance. (Apparently it's a big hit at weddings.)

Since reality hits a note with the fans, now the band has continued by launching a written plus audio blog (aka podcast) of their tour that's pretty darn fun too.

The lesson here -- keep it real. That doesn't mean handheld imperfect-on-purpose videocam shots we all got used to in "cool" ads in the late 90s. It means be really genuine as opposed to faux genuine.

This, however, can be incredibly difficult when you're a marketer on a schedule with a campaign to get out (or approve). "OK, from 10-11am I have to write heartfelt copy. Then from 11-12 we'll do a heartfelt design session." Yeah, right.

You wind up getting slick, and your enthusiasm for whatever you're marketing becomes strained, improbable. Which is when language like "The Leader" and "Solution" creep in as exclamation marks meant to gloss over our lack of connection with either the product and/or the marketplace.

I don't have a solution for that, beyond take a deep breath, take a walk over to the service department, and shoot the breeze with a customer or two to get back in touch with their needs. Your campaign has to serve the customer directly, not just your deadline.

Anyway, here's a link to the site with the dance video, enjoy!:
http://www.okgo.net

Anne Holland - Publisher
MarketingSherpa
feedback@marketingsherpa.com

P.S. As always, our Case Studies and articles are open access for about 10 days. Then they go into SherpaLibrary where you can research for a small fee. The links always remain the same.
http://www.SherpaStore.com

#2. How to Make Millions in eCommerce Sales During a (Very) Short Window of Opportunity

The vast majority of BuyCostumes.com's sales take place during just six weeks every year before Halloween. Then the world forgets about the site almost entirely.

How can you build a high-growth online brand that way? The site's marketing team uses five specific tactics we think you should know about, including:

• Surprising affiliate program rules
• Crazy PR stunts that work gangbusters
• Smart portal ad creative tests

Note: This MarketingSherpa Case Study first ran in January, but we thought you'd like a reminder copy given the time of year:
http://www.marketingsherpa.com/sample.cfm?contentID=2891
(Open access until Nov 4th)

#3. How Public Radio Gets Over-Saturated Members to Respond to Emailed Fundraising Drives

Is your audience pretty darn tired of your marketing messages? Welcome to public radio during pledge drive season.

In our exclusive Case Study the email team at Boston's WGBH reveal four creative campaigns they've run to get responses even from 'sick to death of pledge drive' members.

Discover which gift offer worked best -- iPods vs. roses.
http://www.marketingsherpa.com/sample.cfm?contentID=3104
(Open access until Nov 6th)

#4. Boston Summit Notes: What's Really Working in Business-to-Business Demand Generation Campaigns -- SEM, Email, Blogs, Measurement, Case Studies

Whew! We're just back from the East Coast leg of MarketingSherpa's B2B Lead Gen Summit (the West Coast one will be next month) and here are our notes for you:

• Best graphic to add to your email campaigns
• (Scary) new data on using Case Studies
• 'Persona' marketing is big trend in b-to-b
• Merging SEO and PPC marketing - click data
• Is salesforce.com the end-all-and-be-all?

Also, we learned no one says "lead generation marketing" (or even just "marketing")... the new term is "Demand Generation." Here's the full report:
http://www.marketingsherpa.com/sample.cfm?contentID=3103
(Open access)

#5. Fame Briefs: New Call for Speakers + 2 New Awards

Here's your quick listing of the latest marketing, ad, and PR awards you can nominate yourself for:
http://www.marketingsherpa.com/sample.cfm?contentID=2632
(Open access = permanent)

#6. Help Wanteds: 24 New Jobs & 4 Seekers Available

The past week's new posts include positions from Ziff Davis, Victoria's Secret, Click Tactics, MindComet, and LowerMyBills.com. Plus, learn how to post your own opening (complimentary service).
http://www.marketingsherpa.com/sample.cfm?contentID=2522
(O7pen access = permanent)

#7. New Giveaway: 10 Simple Secrets of the World's Greatest Business Communicators

Are you too busy to read a bazillion business books, but you'd like to know what's in them? '10 Simple Secrets of the World's Greatest Business Communicators' by Carmine Gallo is basically a Cliff Notes for marketing communications people with a secret yen for stardom.

Carmine personally interviewed Geoffrey Moore, Michael Dell, Suze Orman, the Chairman of Starbucks, the CEO of Sybase, the Co-founder of Intuit, the founder of Monster, and many other high-profile CEOs and authors for their best-of tips on marketing communications.

Includes lots of practical tips on giving presentations -- how to copywrite your PowerPoints, what to do with your hands during speeches, etc.

Carmine has sent us five copies to give out to Sherpa readers. Toss your name in the hat here to try to get one:
http://www.surveymonkey.com/s.asp?u=93070279812
(Ends 11/06/05)

+ Winners of last week's giveaway are...

These five lucky marketers will get their own copies of "First in Thirst" by Darren Rovell.

• Mahara Sinclaire, Your Next Great Adventure, Vancouver BC Canada
• Mike Eichorst, JPMorgan Chase, New York City
• John Robison, Chemidex, Overland Park KS
• Michael Salmon, WebCentral, Sydney NSW Australia
• Barb Dougherty, The Crab Place, Crisfield MD