Even though viral video's are one of the latest buzz terms when considering digital marketing channels, a lot of brands and companies are still trying to figure it out. Here is an example of great 'soft' branding through a video that is actually viral, as opposed to blatant product pushes.
This example from Ray Ban is considerably effective as it created a buzz in forums and video sharing sites - because people noticed a sneaky insertion of the campaign tag line in the video, and started discussion about who made the video and is it / isn't it Ray Ban
If you watch the video, look at the car window right at the end and you will see the soft branding. It seems that a video which people will actually send on to friends coupled with really subtle branding is proving to be an attractive formula for creating viral videos
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