Post on 24-Jan-2015
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transcript
Viral Marketing
ASIMS: Community Multimedia
Summer 2008 Steve Anderson
Historical context
-Brands first appear in late 19th century
-20th century mass marketing campaigns create markets for new products: radios, phonographs, cars, light bulbs, etc.
-1980s: shift from product advertising to brand marketing
-1990s: brands’ primary association is with lifestyle not commodities
For years we thought of ourselves as a production-oriented company, meaning we put all our emphasis on designing and manufacturing the product. But now we understand that the most important thing we do is market the product. We’ve come around to saying that Nike is a marketing-oriented company, and the product is our most important marketing tool.
-Phil Knight, Nike CEO
Cultural context
- Convergence Culture / Participatory Culture
- Social and technological phenomenon
- Proliferation of broadband access
- Dynamic networks
- Tech-savvy, empowered consumer-producers
Chris Anderson, The Long Tail
Henry Jenkins, Convergence Culture
Yochai Benkler, The Wealth of Networks
Marketing context
- “Publicity stunts” - Guerilla marketing
- Stealth marketing
- Buzz marketing
- Spam
- Hoaxes
- Astroturfing
- Sock Puppeting
- ARGs
Conspiracy Culture: “Trust no one.”
Memes
- build on familiar cultural forms/practices
- brand identity without the brand
- mutation = lack of control
- design aesthetics
Apple “Switch”
iPod / iRaq“Citizen Ad” Vote Different
Trust
- confidence game
- respect users/consumers
- backlash potential
The very few cannot fool the very many for very long.
-Jordan Weisman
Anonymity
- Mystery / enigma
- Credibility
- Prolonged buzz cycle
Lonelygirl15 (2006)
Subservient President (2004)Angry Professor (2007)
User Generated Content
-DIY culture
-Remix culture
-Copyright wars
-Creative Commons
Coke Zero, “Sue a Friend” (2007)
Time Magazine (December 2006)
Pleasure
- TV advertising model: flow + interruption = frustrated desire
- UGC: consumers become producers
- Viral marketing: consumers become distributors
QuickTime™ and aPhoto - JPEG decompressor
are needed to see this picture.
VW GTI “Blingin’ in the Rain” (DDB London 2005)
Diet Coke + Mentos
Sub-cultures
- Coextensive with existing social/cultural practices
- Enhanced social status
- Context-specific
- Know your demographic
Aquateen Hungerforce (2007)
Play/Game cultures
- Heightened expectations for interactivity/participation
- Sophisticated audiences/consumers
42 Entertainment: I Love Bees (Halo2 ARG) 2004
Pontiac, Second Life Zombie Island (2007)
Transgression & Virtuosity
- Jackass syndrome
- Sexual/violent/scatological
- Excess
- Bathos
Lee & Dan, VW Polo Suicide Bomber (2004)Sprite Zero, Friendship is Overrated (2006)
OK Go, Here it Goes Again (2005)
Transgression & Virtuosity
- Jackass syndrome
- Sexual/violent/scatological
- Excess
- Bathos
Nike, Kobe Jumps… (2008)
Fountainskiing (2008)
From GoViralhttp://www.goviral.com