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Buzz Marketing & Viral
Strategies
Emakina Academy
EMAKINA
Viral Strategies and
Buzz Marketing
Brice Le BlévennecPresident
Emakina
Welcome
About Emakina
Emakina is the leading independent Belgian web agency.
We offer the following integrated services
– creative consultancy and graphic design
– web development and IT integration
– e-business and strategic consultancy
– marketing communication services
With an award-winning team of over +80 web experts,
Emakina delivers state-of-the-art projects.
Some Emakina Customers
Selected Cases
Volkswagen New Beetle
Proximus Vodafone live!
Sprite Light Goblin + Goblin Blog !
!
!
!
Viral Buzz
Volkswagen Polo Fox !
Ugly Duck !Proximus 3G !
Jean Paul Gaultier !
!
!
!
Today’s topic
““Viral marketing is likeViral marketing is like
succeeding in Hollywood:succeeding in Hollywood:
every actor wants to do it,every actor wants to do it,
only a only a few succeed.few succeed.””
Case Studies
Volkswagen Beetle
Volkswagen Polo Fox
Buzz
– A low, vibrating sound
– A particularly intense kind of Word of mouth
Buzz Marketing
A term used in the marketing industry to
describe activities that companies undertake to
generate favorable word of mouth publicity
about products and services
Initial Briefing
Make some animation on the vw.be website to relaunch New
Beetle Cabrio mini-site before the summer
The Idea
Benefit from the notoriety of the "Yeti" game which was one of
the largest buzz on the Internet in 2004
The Concept
The goal is not directly hit the target
but rather to create a rumor that can reach to the target
The Storyline
– The New Beetle Cabrio
assists the penguins
martyrized by the Yeti
– New Beetle Cabrio saves
them and makes them
rebounding on its capotte to
the sea
– Positive wink ;-)
The Game
– Basic arcade game,
easy to understand
– The more you make
rebounds with penguins,
the more you get points
– The more you save
penguins, the more you get
big points
The Game
– The game stops after
having let 4 penguins
falling on the floor or if
you send your car to
water
Design Approach
– Cartoon design
– Fresh interface
Excite the Players
At the end of each part, the player will have the possibility to
send by email a certificate (HTML format) attesting that he
saved a certain amount of penguins
Excite the Players
At the bottom of the certificate the address of the game with an
invitation: "Defy your friends by sending them
the address of the game!".
Excite the Players
A permanent table of high scores is posted on the first screen of
the game in order to stimulate the challenge
Demo
A Few Figures
– 5.000 monthly single visits on the mini site
before the game was launched
– 130.000 single visits on the mini site
the month the game was launched
– 12.000 monthly single visits
on the new beetle cabrio mini site today.
– 75.000 players have already registered
their email address !
Campaign Appreciation
– Low cost promotion !
– Email sent to the 40.000 registered users
of the VW e-News (www.vw.be/enews/)
– Bannering on the www.vw.be home page
– Bannering on "Play the Game" site
– Emailing via "Play the Game" list
– Word of mouth did the rest! What a buzz!
New Buzz Campaign in May 2005
– Volkswagen launch new Polo Fox
– 3 week prelaunch buzz & blog marketing campaign
– http://www.tonysheraton.be
– 2 month activation (interactive video) on Volkswagen website
– http://www.vw.be
Message:
Hi Fred,
You told me once that I could count on you if I needed
some help
Well, I think I getting where I want; I’m at the top!
I’m in super-form and my artistic feeling has never been
better!
Could you ask the people you know if they have a job for
me? That would be super!
I also have a website http://www.tonysheraton.be where
they can find more info about me.
Tony S. (" yes, I’m keeping the name)
Tony Sheraton – Chain mail
Tony Sheraton – Weblog
Billboard
Case Studies
Vodafone live!
Ugly Duck
Proximus 3G
Context
– Proximus presents Vodafone live!
– Summer 2004, from June 21 till July 22
– Launch of Vodafone live!
a new product from Proximus
– Only for Proximus customers
Context
– Vodafone live! vs. WAP
– Unique integration of exclusive
multimedia services
• Intuitive & enjoyable
multimedia experience
• Exclusive content:
tones, games…
– Customized handset
# No more technology,
but a real lifestyle proposition!
Context
– Why Internet in the media plan?
– Former e-campaigns show (pre/post tests) that “WAP-oriented”
products generate good results online
– The average Proximus.be user generates more revenues than the
average Proximus customer
TV spot
TV spot youngsters
Image postering
Proximity postering
Magazines
Internet
Context
The target: the “connected”
– 61% female, 23% students, 18-35 years old
– Motivation: Social talk, SMS
– Main driver in their life: search (almost compulsive) to be loved and
to be recognised through their social and family contacts
– Characteristics: social, extravert, strongly focused on the “loved”
ones (friends and family)
“Connected are continuously in search ofnew ways to communicate, however they find
the current offer of multimedia servicesinaccessible in terms of user-friendliness”
Objectives
– Create awareness for Vodafone live!
– Reduce the technology perception by replacing it by a lifestyle
proposition!
– Call-to-action to purchase a Vodafone live! handset/content
– Increase brand preference for Proximus through differentiation
– Increase leadership and innovation perception of Proximus
Key Message
– Intuitive and enjoyable multimedia experience
– Better relationships
– Vodafone live! offers more freedom to the users
Expectations
– The campaign must be…
– Surprising
– Impactful
– Worthy of a leader
– … and should create
– A hype, with a word-of-mouth effect
– Contagiousness
– A mix of “discovery” (make them want Vodafone live!),
“interaction”, and “awareness”
– A lifestyle experience!
Strategy
Webvertising, in line with the concept and objectives
– High visibility: 23.000.000 impressions
– Creative formats (1st ones in Belgium!)
– Exclusive partnership with Skynet (rebranding GSM channel)
– 2 waves
– Awareness: discover Vodafone live!
– Awareness + contest:
play and win exclusive Vodafone live! handsets
The Vodafone live! offer
Strategy > Emakina Approach
4. For Proximus
customers only
3. Customized
handsets
2. Lifestyle mode
1. Exclusive content
The strategy
• P2P communication as
heart of the campaign
• The handset/the
Vodafone live! menu as
“access point” + usage!
• Easy (!), fun, lifestyle, no
tech atmosphere: in line
with the target
• Viral marketing as “part of
the game”
The message
1. Intuitive & enjoyable
multimedia
experience
2. Better relationships
3. More freedom for the
users
The Concept
“One day in your life with…”
(how Vodafone improves your daily life)
Scenario• 2 characters: a woman & a man
• We see them in different places during the day:
each place/moment is to show the relevancy of Vodafone live!
• The final destination is a place of fun, colors, sounds and friends…
# THE perfect opportunity to create viral…
Marketing description• Catalogue view of the 4 pillars:
tones, games, MMS, fun & info
Handsets• Description + call-to-action
Creative Approach
Awareness also means consistence & coherence
– Specific photo shooting for the website + webvertising
– Vodafone visuals for products to stay consistent
with offline creatives
– Lifestyle:
easy, fun, entertainment, user-friendliness
The Campaign
Scenario:
the game/contest
Marketing
description
Handsets
Promote
Proximus
– www.proximus.be/vodafonelive
Marketing
description
° Presentation of
the Vodafone
live! experience &
services
° Description of
the 4 pillars
° High-level
presentation, to
stimulate traffic to
live.proximus.be
The handsets
° Presentation of
the 3 Vodafone
live! handsets
° Call-to-action to
live.proximus.be
The campaign
– Scenario: game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
Conversations/
interactions via
the handsetDifferent
places/moments:
- Opportunities
to discover
Vodafone live!
- Questions for the
contest
Final destination:
- Be together, share fun
moments thanks to
Vodafone live!
- Gathering/
member-get-member
1
2
3
The campaign
– Scenario : game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
Conversations/
interactions via
the handsetDifferent
places/moments:
- Opportunities
to discover
Vodafone live!
- Questions for the
contest
Final destination:
- Be together, share fun
moments thanks to
Vodafone live!
- Gathering/
member-get-member
1
2
3
The campaign
– Scenario : game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
Conversations/
interactions via
the handsetDifferent
places/moments:
- Opportunities
to discover
Vodafone live!
- Questions for the
contest
Final destination:
- Be together, share fun
moments thanks to
Vodafone live!
- Gathering/
member-get-member
1
2
3
Ringtones
Mobile gaming
Photo/MMS
Fun & infos
Also …partners
Also … TV ad
The campaign
– Scenario : game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
Conversations/
interactions via
the handsetDifferent
places/moments:
- Opportunities
to discover
Vodafone live!
- Questions for the
contest
Final destination:
- Be together, share fun
moments thanks to
Vodafone live!
- Gathering/
member-get-member
1
2
3
Key Figures
160.000 visits
700.000 pages views135.000 unique visitors
60% Proximus
40% non Proximus26.000 participants
E-mail: 5.000
SMS: 6.500
SMS: 65.000
MMS: 9.500
Viral effect Opt-in
Why this campaign is good viral marketing
1.
The viral function is
fully integrated in the campaign
• Not just a “nice to have”
• But highly relevant…: a place to
share, communicate and have
fun…with friends
2.
The viral component happens on the
same mode as the rest of the
campaign
• Participants are busy playing with
the handset since the beginning of
the game: the target is “hot”…
3.
Launch of a new and exciting product
• New product: curiosity & interest
• Huge buzz and impact due to the
whole campaign
4.
An attractive content
• The carrot: mobile phones to win
+ free SMS/MMS
• Fun and relaxing atmosphere
Objectives > Were they met?
! Create awareness for Vodafone live!
! Reduce the technology perception
by replacing it by a lifestyle proposition!
! Call-to-action to purchase a Vodafone live!
handset/content
! Increase brand preference for Proximus
through differentiation
! Increase leadership and innovation perception
of Proximus
# YES!
Case Studies
Proximus 3G
Case Studies
Find My Goblin
Goblin Blog
Partner in charge : Brice Le BlévennecExecutive Partner
Emakina
Welcome
Customer : Ides TicketMarketing Manager Youth Brands
The Coca-Cola Company
Leading and coaching of Fanta and Sprite brand team
Development of youth brand strategies and innovations
Presentation
Watch PPT
Play Movie
Goblin as Carrier
– New icon
– Sprite Goblin is the new product icon
– Build a new communication platform around theSprite Goblin
– Rationale
– The goblin is a proprietary and likeable icon(completely weird, strange and unconventionalbut cool) that enables them to trust their abilitiesto make right choices.
– It represents the unconventional andunexpected Sprite has in itself.
– Brand effects
– astonishing, excentric, delirious, unexpected
– trendy, modern, contemporary
– cool, likeable
Sprite Goblin > Plan OST
Research
• No stand alone
• Link Goblin-
Sprite
• Goblin Role
• Complicity
Objectives
– Sprite light
awareness
– Goblin interest
Strategy
Holistic plan to
establish the
Goblin as an
unconventional
and unexpected
Sprite light brand
vehicle
Tactics
Teasing
• Buzz marketing
• Viral campaign
• Wild postering
• Guerilla
marketing
Reveal
• PR campaign
• Sprite website
• Banner campaign
Boost
Emakina Strategy > Campaign Phases
Teasing
– Strange creature has been lost; call for help launched
– People report sightings and photographs of the missing goblin to
the website; the best ones published on the site
– Websites, emails, blogs continue to relay this info, adding more
credits to the facts
Reveal
– Young boy discovered a strange creature in his fridge
– Video ad in avant premiere on a website
– Everyone understands it is all about the Sprite light goblin
– PR campaign, “Strange News” fake newspaper
Boost
– internet site + experiential marketing continue to relay exceptional
and incredible news about the goblin and incite to pass the word to
friends
Emakina Strategy > Campaign map
myGoblin
site
SpriteLight.be
site
Street guerrilla Sampling
TEASING BOOST
The
Video
REVEAL
The entire story stays online even after the reveal
to make it a good read / extra promo
Friend’s
blogs
Forums, blogs
Sprite Goblin > Campaign Timeline
WK4 17-21 WK5 24-28 WK6 31-04 WK7 07-11 WK8 14-18 WK9 21-25
3/2
No more updates
No more updatesForum, blog promotion
Reveal www.sprite.be
“Lost Goblin” site updates + story development
vid 2
Awareness
site
18 14/2
Massive Bannering
Webcam
Game
Street guerrilla
11/227
vid 1
GO copy
21
posters
Online Teasing
WEB
– Fake amateur site
– Mysterious photographs & movies
– Webcam recordings with shockingelement
– Fake editorials
– Funny picture and email publication
– Creation of fake blogs on MSN,Skynet, Redbox and other
– Fake discussion on major Belgiumforums
– Purchasing Google keywords
– Continuous Blogging
– Chainletters via email
– ‘Keep Me Updated’ function
– ‘Send to Friend(s)’ function
– Dissemination of top-topicalmanipulated photos
PHONE
– Mobile phone answering machine
– Regular updates of site with newsightings, SMS, voice messages, ...
BTL
– Wild Postering
– Guerrilla Marketing
– Poster for download
PR
– Fake Newspaper
– TV coverage: TMF, PlugTV
CREDIBLE!
Like any
other
“missing pet”
Put up your
own poster!
Sexy
Jessica
Shocking
video
Mystery
Call for
assistanceSupporting
material
functions
How to help
Emotional
description
Semi-prof
design
FIRST UNCONTROLLED BLOGS
PICKING UP THE STORY!
CONTROLLED FORUMS
Sprite Goblin > Kick-off & Growing
GENERALhttp://communication.skynet.be/index.html?or=menu_forum&l1=communication&l2=forum&l3=homeCategories: old friends, blogs, lost&found,
animals, …
FUN FORUMSwww.pureesoiree.be
zattevrienden.be
(Insertions queued for publication)
STUDENT FORUMSstudiant.be
…
(Heavily moderated)
CONTROLLED BLOGS
redboxMAIN
http://redbox.be/findmygoblinSUPPORT
http://redbox.be/ddave
skynetMAIN
http://findmygoblin.skynetblogs.be/SUPPORT
Awaiting approval
msn/spacesMAIN
http://spaces.msn.com/members/lostgoblinSUPPORT
http://spaces.msn.com/members/dendave
otherSUPPORT
http://homepage.mac.com/brice21/
http://www.brice.org
http://www.findmygoblin.be
Sprite Goblin > Some SMS Collected
- on a retrouver ton goblin!! enfin on
la vu passé devant nous a
jambes! on y croyais pas! puis on a vu
ton affiche!! mon num c 049793
77836 www.skynet.be (+32 477 200xxx)
- My name is izzy and i'm from new
zealand. The goblin you are
actually
looking for is mine. He used to
live with me back home. I won't
give
hime back. HE'S MINE (+32 473 21 xx
46)Vergeet me nietjes laan 12 bus 14
bij hermus (+32 476 89 06 xx)- WHERE IS YOUR GOBLIN
? (+32 486 24 07 06)
- allright dude i found your
gonlin an i'm keeping him 4
me you're
never gonna see his pretty
face again EVER (+32 486 94
97 99)
- G vu un type verdatre
d'environ 80cm faire la
planche dans la meuse
sous le pont d arches mais g
t saoul (+32 496 35 89 xx)
- Lors d'une promenade au bois de la
cambre ma licorne a été effrayée
par 1 mvement ds 1 bosquet*elle est
partie au galop,j'ai perdu sa
trace*peut_etre sont ils ensemble,cela
me semble une piste à
exploiter*bonne recherche*appel moi si
tu as des informations*joannie
(+32 485 27 10 xx)
- - FOUND HIM! WHAT ABOUT
REWARD? (+32 478 57 53 xx)
- Si tu ne retrouves
pas ton goblin, j'en
ai un a adopter. Il
s'apelle
Bento. Mais il est
liégeois. (+32 494 60
82 xx)
Sprite Goblin > Some emails collected
Bonjour , Je suis sorti hier soir au bowling a
Libramont puis dans une boite a bertrix , je pense
avoir aperçu le goblin sur le bord de la route.
C était sur la route entre bertrix et libramont!!!!!!!!
J ai pris peur ne sachant pas si c'était un goblin
apprivoisé ou non , je ne me suis donc pas
arreté.....
Je vais afficher sa photo dans toutes les
ardennes belge...
J espere que ça portera ses fruits . Bonne chance
on est tous avec toi!!!!!!!!!!
François Vanorm
(Ps :Si tu mets mon mail sur ton site merci de
corriger mon orthographe )
Salut Monsieur,
Depuis que j'ai vu votre affiche, près du cimetière
d'ixelles, je suis à la recherche de votre goblin...
Malheureusement, je ne l'ai pas encore
trouvé...Souvent, j'ai eu l'impression de le voir...un peu
qcomme quand vous êtes amoureux, vous voyez ?
Vous avez l'impression de voir votre seconde un peu
partout mais, c'est rarement elle, vous voyez ?
Soit...
Je continue mes recherches mais y aurait-il quelque
chose de familier qui pourrait l'attirer ? Je ne sais pas,
comment l'appeliez-vous dans l'intimité ? Avait-il un
surnom, un prénom, voire même un nom ?
Pour l'instant, quand je l'appelle, je crie "GOGOGO,
GOBLIN..." mais personne ne me répond; excepté
mes voisins qui commencent à en avoir marre (et qui
m'ont attaqué pour nuisance sonore, les cons !!!)
...d'ailleurs, même au cachot, les gardiens m'ont dit
"de changer de disque"...auriez-vous éventuellement
un disque à me proposer ?
Merci et bonne m**** dans votre recherche. Je peux
imaginer ce que c'est que de perdre un tel être et je
vous souhaite corage et persévérance.
A bientôt,
Nicolas PETIT
Suis toujour dans une grande vile
en Bèlgik
Il pleut baucoup mais je vais bien
ne t'inquiete pas
je t'envoi des photos des que je
peux
PS: pardon pour le verre.
Je comprends parfaitement la situation et je vous exprime
toute ma sympathie concernant la disparition de votre
gobelin.
Sachez qu'il y a de cela quelques jours, mon troll des Alpes
a lui aussi disparu. Si vous retrouvez votre gobelin, peut-
être pourriez-vous lui demander s'il n'a pas des nouvelles
de mon Poupou (c'est le nom de mon troll). Il est grand, a
un caractère de cochon et ne mange que des bananes
écrasées avec de la confiture qu'il accompagne de sodas
au cola, pour ne pas citer de marque.
Bonne chance.
Tamara
Je tiens à retrouver votre Goblin, mais j'aimerais
savoir dans quel coin vous habitez, le goblin
sûrement pas dû trop s'éloigner de l'endroit où il
habitait...
Sinon, ce site, c'est juste un délire ou c'est autre
chose ? Parce que payer un nom de domaine pour
retrouver un goblin... c'est un peu gros :)
Bien à vous.
Franck.
Il est venu un soir
nous aider à battre
des elfes noirs en jeu
de rôle!!!:) Puis, il est
reparti comme il est
venu....
voila j'ai peut etre trouvé
quelque chose qui pourrait
t'interresser. Ton goblins
aurait apparement décidé de
faire un jeu pc.
a+
ciao et bonne continuation
dans tes recherches
trop rigolote l'idée juste pour le fun je valide
mais a tu penser a regarder ds ta cave
ou peut être chez ta petite amie
quoi qu'il en soit que le dieu des goblin soit avec toi
adios amigos et que ton but soit atteint quelle qu il soit
Some blogs messages collected
Sprite Goblin > Additional Blogs
Sprite Goblin > Spreading the Word
Believer #A
has blogSupporters
B4
A1
B1
B3
A4
B1
Receivers
Friends of
receivers
Offliners
A2
B2
A3A3
A4
Banners
Results vs Expectations
Some Figures
Viral Campaign Sprite Site
Running time 6 weeks 8 weeks
Unique Visitors 120’971 55’220
Visits 141’448 62’381
Page views 448’831 101’806
Emails sent from site 10’140
Opt-ins 2’582
Spontaneous people contributions(mails, stories, pictures, videos) 493
Success Ingredients
– Huge fun, new & intriguing factor
– Creative copy writing and visuals
– You should be original when forwarding to friend
– Easy to forward
– Offline and online integration
– Emotional story
– Energy and drive of posters/bloggers is crucial
Selected and motivated underground posters
working day and night
– Credible look&feel (professional amateurism)
Rumour should be believable:
people are credible, corporations not
Goblin Blog
– Starting 6 june
– GoblinBlog.be
Launch Video
– MPEG Video
Goblinblog - top topical Roland Garros
Goblinblog - top topical Star Wars 3
Goblinblog - top topical Werchter
Goblinblog - stars and jokes
Goblinblog
... hundred more posts
... and 3 newsletters sent
Results
- 20.000 unique visitors
- Average visit length: 19 min.
Case Studies
Ugly Duck
Content of this document
– Strategy & concept
– The teasing phase
– The reveal phase
– Emakina’s conclusions
– Appendixes
1. Strategy & concept
1. Teasing phase 2. Reveal phase
° Only brandawareness:logo & name only
° Only reactive PR
° Objectives:=> Create curiosity=> Be the first(vs. Simyo)
° Full commercial offerready online
° PR starts
° Objectives:=> Visibility=> Trial
1. Strategy & concept
– Strategy: a campaign with two phases
– Be the first on the market while not revealing the offer
1. Teasing phase 2. Reveal phase
° Message:the “no frills” aspectis the entry point
=> No mention ofoffer
=> “By choosingLevis, you aresmart”
° Message:focus on main offerfeatures
=> Simplicity
=> Quality
=> Price
1. Strategy & concept
– Creative approach by Emakina:
2. Teasing phase,
by Emakina
2. Teasing phase
– Creative concept
– Campaign map
– Creatives
– Viral effort
– Results
Pas dechichi!
(fr)
Geentralala!
(nl)
2. Teasing phase: creative concept
– Pas de chichi:
– Short & dynamic video sequences,
in a funny & ironic
atmosphere
– Different situations
where some people
should better have used
less frills…
– Each film is signed with the
Levis logo + the following tagline:
“Pas de chichi !”
2. Teasing phase
– Creative concept
– Campaign map
– Creatives
– Viral effort
– Results
2. Teasing phase: campaign map
Pasdechichi.be /
Geentralala.be
minisite
Opt-in:
possibility
to be warned
of reveal
Viral: send
them to friends
Goodies
(see further)
See/download
the movies
Viral effortby
Emakina
Text adson Skynet
& MSN
2. Teasing phase
– Creative concept
– Campaign map
– Creatives
– Viral effort
– Results
2. Teasing phase: creatives
This is the homepage of
the minisite
People had the
possibility to see or
download the three
movies
To enhance the viral
aspect:
- The films were signed
with “Pasdechichi.be”
- The possibility was
given to forward the
films to friends
To enhance the viral too,
people could invite
friends to visit the site
People also had access
to different goodies:
here the wallpaper
People also had access
to different goodies:
here the “manifest”
The possibility was given
to opt-in & be warned of
the reveal
And finally, the FAQ
section had also be
made “uglier”…
2. Teasing phase: creatives
– Apart from the minisite, the advertising formats:
– The following slides contain the “text ads” that had been placed on
Skynet.be & on MSN.be to promote the teasing minisite
– The choice had been made to use text-only format to stay
consistent with the underground strategy of UglyDuck
The first presence on
MSN was with a simple
text link on the
homepage
Then, on the Hotmail site
Then, within the
Messenger window
On Skynet, there were
three different places, all
on the homepage
2. Teasing phase
– Creative concept
– Campaign map
– Creatives
– Viral effort
– Results
2. Teasing phase: viral effort
– Broadcast to different e-mailings
lists:
– “Brice site of the day”
– Other Emakina
opt-in lists
FR (80-sites)
accrodelire.com
atoutcoeur.com
drole-video.com
…
zone-humour.com
zonehumour.com
zwatla.com
NL (70-sites)
1001moppen.be
bigfun.be
bulletinboardforum.com
coolegames.com
...
studiant.be
supergame.be
EN (50-sites)
afunworld.com
allfunnypictures.com
...
unoriginal.co.uk
workcanwait.co.uk
wowfunny.com
2. Teasing phase: viral effort
– Research network:
– Find first echelon of target traffic sites:
write the editorials & directly access the videos
• Forums: Studiant.be, Skynet forums, blogs…
• Funny sites: pureesoiree.be, zattevrienden.be
– Find second echelon:
sites that help people to find the promotional material & increase
references
2. Teasing phase: viral effort
– Create site accounts and start posting:– http://www.zattevrienden.be rademakd/********
– http://www.pureesoiree.be [email protected]/*********
– http://www.alldumb.com rademakd/***************
– http://www.uniquepeek.com [email protected]
– http://www.pricelessfunnypictures.com/
– http://www.studiant.be/forum rademakd/*****
– http://www.lachspieren.be rademakd/*******
– http://www.prettig.be rademakd/*******
– http://www.flabber.nl rademakd/**************
– http://www.collegehumor.com/ rademakd/*******
– http://www.noodingang.be/ rademakd/*******
– http://www.bigfun.be/ rademakd/*******
– http://www.dikkezever.be/dikkezever/index.aspx
– http://[email protected]/rademakd/****************
Zoals ze in 't Engels zeggen "Is that a gun in your pocket or are
you just happy to see me?" - (link) - 't Zal wel weer een of
andere reclame zijn maar toch goed gedaan…
strip_nl.swfsubmit
form
NLhttp://www.studiant.b
e/forum
28/07/2005
Dude, don't pimp my car (link) Bald guys should NOT try to pick
up chicks…
griffe_nl.swfsubmit
form
NLwww.pureesoiree.be28/07/2005
2. Teasing phase: viral effort
– Insertion & activation: forum posts
– We maintained a diary to keep track of what posts were when
inserted (to avoid duplicates). Editorials and promotional texts were
custom adapted to the style of the site in order to increase the
changes of acceptance:
– Insertions of certain material were followed-up by insertions of other
material. This allowed us to be present at many fronts with a variety
of material
2. Teasing phase: viral effort
– Insertion & activation: funny sites
2. Teasing phase: viral effort
– Emails to webmasters
– Mails were sent to various webmasters to convince them to pick up
leads. Webmasters are always on the lookout for new original
material and catchy headlines
– We assisted them in this
by suggesting headlines
and matching captions
– Close to a hundred
webmasters were
contacted like that
2. Teasing phase: viral effort
– See also appendix 1: mention/review of the teasing phase on
(e-)marketing sites/blogs
2. Teasing phase: viral effort
– Even after the launch…
2. Teasing phase: viral effort
– Even after the launch…
2. Teasing phase
– Creative concept
– Campaign map
– Creatives
– Viral effort
– Results
2. Teasing phase: results
– Quick facts:
– Total traffic: 216,574 unique visitors
– Before product launch: 102,212 unique visitors
– Highest day peak: 22,025 (Sunday, July 31)
– Language ratio: NL 57% - FR 43%
– Number of video views: +/- 275,000 (all videos)
– Peak on number of links: +/- 250
2. Teasing phase: results
– Comparison webvertising vs. viral: (*: see next slide)
– Overall figures:
• Paid bannering: 73,144 visits (33%)*
• Viral traffic: 143,430 visits (66%)
– Before product launch:
• Paid bannering: 73,144 visits (60%)*
• Viral traffic: 47,843 visits (40%)
– Within identified top-5 referrers:
• MSN-Bannering: 25% of referred traffic
• Skynet-bannering: 10%
• Main posts & stimuli: 65% of referred traffic
2. Teasing phase: results
– Note on accuracy:
– Reported unique visitors/visits numbers are guaranteed minimums
• In reality, one can add 10-20% to compensate for proxy caching effects
(i.e. large corporations frequently surf from a single IP address and all
employees count as 1 visitor)
– Missing referrer data
• We can not independently confirm (via our referencing counter) the
numbers as reported by MSN/Skynet but we accept them
• Normally we can confirm these numbers with an error range of about
10% but here it seems to be more like 75% # can be result of counting
scheme at media reps
2. Teasing phase: results
– Cost efficiency report:
– Classical bannering will always be necessary to support a campaign
but it does not make or break a campaign
– Here, the quality of the viral campaign had a far more important
effect than bannering
– Some figures for costs per click
• Bannering: 20K ! / 73K clicks # 0.27! / click
• Viral promotion: 7.5K ! / 143K clicks # 0.05! / click
• Efficiency of viral vs. bannering: x5!!
3. Reveal phase,
by Emakina
3. Reveal phase
– Creative concept
– Campaign map
– Creatives
– Results
3. Reveal phase: creative concept
– Message focusing on:
– Quality/reliability
– Simplicity
– Fair price
– In the “ugly & bad” tone of voice of the brand
– All this is a 100% consistent design
3. Reveal phase
– Creative concept
– Campaign map
– Creatives
– Results
Geentralala.be:
no content
anymore,
becomes a redirect
to UglyDuck.be
Page where to
see/download
the movies
UglyDuck.be
Banneringon Skynet
& MSN
Opt-ins from teasing
phase have been
warned by e-mail
Geentralala.be/pres:
page for press
3. Reveal phase: campaign map
3. Reveal phase
– Creative concept
– Campaign map
– Creatives
– Results
3. Reveal phase: creatives
– The redirect page on
Pasdechichi.be:
This e-mail was sent to
opt-ins from the teasing
phase
The press had access to
this page (LG&F)
On the homepage of
UglyDuck, a link was
placed to see the movies
This time, the movies
were signed with
“UglyDuck.be”
3. Reveal phase
– Creative concept
– Campaign map
– Creatives
– Results
2. Teasing phase: results
– Further role of viral in traffic generation (via teasing site):
– Total traffic: 216,574 unique visitors
– Before product launch: 102,212 unique visitors
3. Reveal phase: results
– E-mailing to opt-ins from teasing phase:
3. Reveal phase: results
– Webvertising (figures from DAD):
=> Exceptional high results thanks to Emakina creatives!!
régie site
Format
Imp.
ReçuesClicks
CTR
benchmark
Best CTR
DAD for
Proximus
CTR real
MSN MSN HP IMU 1.038.756 4.010 0,4% 0,6% 0,4%
Leaderboard 524.266 2.978 0,16% 0,4% 0,6%
Leaderboard expandable 714.161 36.475 0,29% 3,3% 5,1%
Overlayer 160.605 8.805 2,18% 13,8% 5,5%
MSN entertainment Skyscraper expandable 192.057 1.525 0,29% 1,7% 0,8%
Messenger Mini banner 18-34 2.915.647 17.029 0,5% 1,2% 0,6%
MSN Total 5.545.492 70.822 1,3%
Skynet Skynet HP IMU 414.260 2.459 0,4% 0,6% 0,6%
Leaderboard 114.234 603 0,16% 0,4% 0,5%
Skyscraper 175.581 342 0,23% 0,4% 0,2%
Skyscraper expandable 628.949 1.533 0,29% 1,7% 0,2%
Skynet ROS Skyscraper 190.036 380 0,23% 0,4% 0,2%
Skyscraper FREE 1.547.153 3.172 0,23% 0,4% 0,2%
Skynet Total 3.070.213 8.489 0,3%
Grand Total 8.615.705 79.311 0,9%
4. Emakina’s conclusions
Teasing campaignViral marketing
! Channel Visibility
!# of visits to partner web sites!CTR (Click Through Rate) *!# of videos downloaded:+/- 275’000!# of videos forwarded via site
+/- 2500 people did send video tofriends via site(number of recipients: unknown)!# of inscriptions+/- 2000 people wanted to beinformed of reveal/follow-up
*Webvertising only with text link onSkynet, MSN, Messenger, Hotmail
Internet website visitsContracts/sales
! Sales
!Sales per gross-gain!Sales per swap!Sales per Port-in
! Channel visibility
!External!# of people seeing banners!# people clicking onbanner!# of visits (CTR**)
!Internal!# of pages visited194,680 visits!# of visits converted intocontracts!% ofFrench/Dutch/Englishvisitors57% NL vs. 43% FR
**the CTR will only indicate the number ofvisits through the banners and not thedirect click to the site
Calling behaviorCustomer profile
!Consumer Behavior
!Age!% of voice!% of SMS!Frequency of Reload!Amount of Reload!% of Free Minutes used
Prelaunch Post-LaunchLaunch
Via our
tracking tool
Via our tracking toolThese figures could
be answered via our
tracking tool
4. Emakina’s conclusions: timeframe
– Normal viral campaigns take 1-2 months & require carefully
planned multi-platform presence
– The timeline was very challenging (2 weeks):
– Effective time window for viral campaign was decreased
– Action plan was adapted from “slow build” # “massive tam-tam”
– Was very challenging but we met traffic expectations and even
surpassed our own hopes / wild dreams
4. Emakina’s conclusions: comparison with the
Sprite campaign
– UglyDuck.be
– Ultra-high traffic in
ultra-short time window
(almost 200k / 2 weeks)
– High pick-up rate of
high-quality creatives on other
websites
– More visuals, videos
– Lower interaction model
– Less web links (250) but this is
because campaign was shorter
– Sprite Goblin
– High traffic in short period (150k
/ 1.5 month)
– Low pick-up rate of creatives
but more word-of-mouse
– More content, story telling
– More interactive
(custom images posted on site)
– Lots of online links (1000)
4. Emakina’s conclusions
– Traffic: this must be a record on the Belgian web
(but we were a bit lucky since time was unrealistically short)
– Planning: time-window to be enlarged across different media (3
to 4 weeks is ideal)
– Brand awareness: to be improved: more text/captions to position
funnies
Appendix: Pasdechichi on
buzz/viral
marketing sites
Case Study
Jean Paul Gaultier
Campaign Results
– 2005-Q4
– European campaign
– +160’000 visitors
– +215’000 visits
– Site even made it to official
Apple QuickTime Guide
Case Study
Yes By Sodexho
Archive Online
Yes – Gift Voucher
– What Ticket Restaurant is for food, the Yes! will be as gift
voucher for presents, special occasions, … exchangeable in
many prestigious outlets
Buzz Campaign
– A certain Sam Lennov has returned from the future and is
making various predictions on social, cultural and economic
level. Highlights are the prediction of the YES…
time
YES
CURRENCY
geo-political
changed world
scientific
changescultural
changes
environmental
changes
entertainment
changes
economic
changes
time
machine
medical
changes
Sam
Lennov
technological
changes
social
changes
Designing a story development
12
4
3
2 8
4
6
6
4
We’ll start here, talking
from a human interest
level to get the story
going…
… and let the
story evolve to
more specific
topics to build
a climax
These numbers
indicate the proposed
number of topics /
weight within the story
Scheduling posts
time
posts
exponentialTraffic picks
up and
becomes
mainstream
Jan 2004 Oct 2004
Sam leads a quite life
and is considering
going public with his
story but it’s the
coming Tsunami that
will kickstart it.
10th planet is
discovered but not
predicted. However,
this is the realisation
that he knows and
influences the
future…
Dec 2004
Aug
2005April 2005
Blog is created Starts additional posting
March 2005
Story gets
picked up by
Sam’s friends
July 2005
Starts additional postingStarts additional posting
Story gets
picked up by
Sam’s friends
Sep
2005
Oct
2005
June
2005
July 2005
July 2005
Press
coverage
Campaign Figures
– 1.5 month campaign
– Budget 10K
– +30’000 unique visitors
– +42’000 unique visits
– +184’000 page views
– 4.5 page views / visit
– 13min average visit
– 21 highly creative posts
on a variety of human interest topics
– 1325 quality interactive comments
Campaign Appreciation
Geachte heer Lennov,
Ik werk als journalist voor het maandblad Menzo, en in functie
daarvan stel ik u graag volgende vraag: kan ik u ergens zien,
interviewen? Ik begrijp dat u op uw privacy gesteld bent, maar ik kan
u garanderen dat indien we tot een akkoord komen voor een
interview, wij uw identiteit (adres, tel.nr., mailadres, …) zeker niet
zullen prijs geven. Ik ben best wel onder de indruk van uw kennis en
visie op verschillende zaken, maar zou u toch graag wat concretere
vragen willen voorleggen, zonder onze lezer ook maar enige duiding
te geven of u daadwerkelijk uit de toekomst komt of niet .. laten we
het beschouwen als een open interview, reclame voor uw blog maar
wel in die mate dat we werken met vraag en antwoord. Bovenal: ik
begrijp dat u geen foto’s uit de toekomst kan laten zien, maar u
vermeldt wel enkele voorwerpen, die ik graag eens zou zien .. ik
hoop alvast dat u toch even over mijn voorstel wil nadenken, u kan
mij altijd met een privé-nummer bellen op het nummer:
0496/xx.yy.zzz
met vriendelijke groeten,
Jorn
Hey Sam
Met verstomming en met veel respect en
interesse bekeek en las ik je webpagina’s!
Het is nl zo dat ik reporter ben voor VTM. Nu wil
het toeval dat ik net voor een reportage op zoek
ben naar verhalen en getuigenissen over leven
in de toekomst? Mag ik je hierover eens
contacteren (telefoonnummer ofzo). Ik beloof
absolute discretie en kijk uit naar je mailtje?
Thanks, nog veel plezier hier en nu en hopelijk
tot heel binnenkort.
Morti
– School forums, class speeches, countless online forum
discussions,
– Magazine and TV journalists seeking contact
Reveal Phase
– Sodexho endorsing the campaign
– Admitting the claims made on the archiveonline.be site
Contact us
EMAKINA
Rue Middelbourg, 64A
1170 Brussels
www.emakina.com
Tel : + 32 2 400.40.00
Fax : + 32 2 400.40.01