Ray Ban Stands Out For Summer

Viral Marketing: Also known as Word of Mouth Advertising. Any strategy that encourages individuals to pass on a marketing message to others, thus creating the potential for exponential growth in the message’s exposure and influence. Just like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, even to millions.

Most companies experimenting in viral marketing use it as a one-off solution. Others, like Samsung, make it a major part of their marketing. Ray-Ban takes viral marketing a step further with its Never Hide campaign.

The campaign appeared in 2007, with the uber-viral “Guy Catches Sunglasses With Face” video. Since then, Ray-Ban has released a total of 15 videos for the Never Hide campaign, which has developed a strong brand association despite the generally tangential nature of the films. Some only pick up a few thousand views, but others spread like mad (like this rather disturbing example).

This year, the company is going for a splashy new style to go along with a new colorful line of sunglasses. Here’s the most popular video of the three new releases:

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