In the fall of 2005 the band Ok Go did something unconventional for a band signed on to a major label. They borrowed a video camera and made a video for under ten dollars. The video was for a song called “A Million Ways,” and it featured the members of the band dancing to the song in a backyard. The video, choreographed my the singer’s sister was not meant to be a big MTV hit; it wasn’t even done with their record label’s knowledge. It was, however put up on YouTube and became one of the most downloaded music videos ever with nine million views in less than a year.

Sticking with the concept that worked with “A Million Ways,” they released another video on YouTube in July of 2006. The video, for”Here It Goes Again,” had higher production value and was again a dance choreographed by the singer’s sister and performed on several treadmills lined up together. The video was very effective, getting over one million views within the first three weeks of being uploaded and managed to make “Here It Goes Again” a radio hit.

The lesson here is that a band can get attention with little more than some creativity and hard work. While having the resources to make high priced videos with the industry’s top directors, Ok Go opted instead for a basic, yet effective approach and it paid off.

Now before you hit the gym with dad’s video camera there are some things to consider. First, understand that this route to exposure (called viral marketing) isn’t something that can be forced. The idea behind the first Ok Go video was something that you don’t typically see and it was entertaining, and the follow up took it to a whole other level. The band had nothing to lose posting the first video and it created an audience for the second video. Luckily, for them the first video took off. You may not get that lucky.

Over the years, many bands have tried to use gimmicks to get attention. Sometimes it works, and more often it doesn’t. Be it videos, funny/parody songs or stunts, you never know what the public will take to. If you do wish to take a gamble on a viral marketing campaign, try and follow these guidelines:

• - Be original and creative; avoid being cliche or corny
• - Don’t do anything dangerous or illegal
• - Don’t degrade yourself
• - Let people you know in on it and ask their opinion; show them what you have and let them know your plan for honest input