In most of Google's main viral video approaches we can see them using an emotionally touching background story to grab and hold the attention of viewers while going through their various features of the products.
In the following video Google made a brilliant approach of promoting family closeness through their product.
Also, Google India made an approach to promote the bond between friendships and ending historical feuds between India and Pakistan through the various products in this video.
Google has created one of the strongest brand image in the world with their extraordinary futuristic projects. A single brief description of any of their projects can get anyone interested to know what they are up to. One of the most brilliant approaches Google made to promote their products through viral videos is the advertisement for Google Glass. They have creatively managed to give viewers an experience of their products through the video while having an jumpy music on the background that automatically lightens up the mood while you go through the video.
Google can also be seen using the old school methods to attract the eyes outside of the internet. They have made approached giving previews of their products in bill boards and other formats in various places. The followings ads were seen inside London, a very creative way to show their skills in the art of advertising.
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On this next video, Google showed how good they are in the skill of creativity while promoting the online science fair they hosted. Google can be seen promoting their products on a global level most of the time, with their online science fair Google showed their skills in attracting the whole world with With the tagline "Science connects the world" , Google really upped their game by a huge number with this one.
Google has reportedly spent $ 10,492 over advertisement and promotions in the 2006 fiscal year, and an astonishing 96% of their total revenue was generated from advertisements on their advertisement services (I.e: Adwords, Adsense etc). Google is the one company that has the capability of pulling themselves up and taking other corporations up with them through their services. Now, that is genius business. Most of all Google excels in their advertisements through creativity, their ads show genuine passion in creating creative content, and using the various types of advertisement appeals through them.
As one of the most diverse marketing geniuses of the world, Google is doing comparatively outstanding in the promotion game. Although I would suggest Google to maximize their interactive marketing approaches to let users take part in their campaigns, like their Google Doodle Art competition. Those interactive campaigns really had the attentions latch on to Google but approaches like those seem to be slowly fading away.
Reference links:
https://econsultancy.com/blog/64204-12-inspiring-marketing-campaigns-from-google/
http://en.wikipedia.org/wiki/Google#Advertising
https://www.youtube.com/google
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