Fantastec viral marketing kakushin webinar
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Fantastec viral marketing kakushin webinar



Fun viral marketing case by game company Fantastec: how to raise massive media interest for a startup company? How to get more than thousand job applications for one job? All this with a budget of ...

Fun viral marketing case by game company Fantastec: how to raise massive media interest for a startup company? How to get more than thousand job applications for one job? All this with a budget of zero euros!



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  • Recording of the webinar is available here:

    PS: Juha, I loved your presentation. It was not only informative but very funny too :)
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    Fantastec viral marketing kakushin webinar Fantastec viral marketing kakushin webinar Presentation Transcript

    • Kakushkin group webinar 20 November, 2013 Viral Marketing: How to raise massive interest in a startup company? Juha Väisänen CEO, Fantastec Ltd. Finland
    • Contents •Who is he? Where does he come from? •Fantastec & learning game revolution •What is viral marketing? •Viral marketing case: •How Fantastec – an unknown startup - became a internet phenomenon, got massive media attention & thousands of job applications? All this with a budget of 0 euros! Polar Heroes game character Banker Squirrel helps to learn the value of money
    • Juha: Background •Two University degrees: Economics (Marketing) and Education •Energetic innovator, marketing professional, humour producer, learning expert... •Now combining all previous: CEO, Fantastec Ltd.
    • Epilogue: Finland… The country with the most beautiful nature in the world….
    • Finland… ….where your mother is beautiful….
    • Finland… ….and your father is rich.
    • Finland… ….well, not really. A small nation with limited financial resources and extreme conditions.
    • Finland… • This is how our staff lives
    • Finland… • The most typical reasons why an employee is absent from work: • Lazy • Drunk • Polar bear attack
    • Finland… • To be honest, Finland is a great country with very strong ICT expertise, a well-managed society and a happy nation • OECD (PISA tests): The best education system on the globe • Several very successful game companies • Rovio (Angry Birds), Supercell (Clash of Clans & HayDay)…
    • Fantastec & Edutainment game revolution!
    • Fantastec: Mission & passion! Fantastec powers children’s happiness and creates great value for parents with fun and educational games
    • Polar Heroes: World’s first comprehensive and fun game based learning solution •Fun and educational for kids, valuable for parents •Primary market: 4-9 yrs kids + mid class parents Secondary market: schools •Multiplatform: Online, mobile, smart TV apps
    • Multiplatform example: Bunny math race for IOS, Android & Win mobile devices •Fun and fast mobile racing game •Race with a cute bunny and win a massive load of carrots for your bunny •Race is based on petting your bunny and challenges which develop kids math skills See the trailer and try the game here: /
    • Testing principles
    • What is viral marketing?
    • Viral marketing •“Marketing your business with things that can get passed around the Internet, such as social media and emails” •Traditional viral channels; word of mouth (users, customers, influencers, media…) •Cost effective, yes! •Easy? Definitely…not.
    • Viral marketing •Research: “Virality is driven by psychososiological arousal. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral” •Feelings: Happiness, anger, laughter, love… •Things to take into account; shareability, media, audience, momentum, etc. •“See this cute baby seal? Buy our product or it will be killed”
    • Viral marketing Case: Fantastec How can you do marketing with a budget of zero €? How can you get massive media attention for a startup? How can a startup get over 1000 job applications for one job?
    • Starting point •Game developer and programmer needed •Problem: an unknown startup company •Problem: Fierce competition for best talents (Rovio etc) •Problem: no money for recruitment campaign •But… We are not doing this with big bucks, we are doing this with brains…and big heart!
    • Goals of marketing campaign •Publicity for Fantastec •Raising awareness and interest among potential employees •Brand building: An energetic, talented and fun company – That’s Fantastec!
    • Recruitment campaign: Action! •Job ad on Finnish employment office (very concervative) web pages …job ad with a strong humoristic twist and reverse psychology •”Fantastec is a tired and grey game company. We are looking for village idiots and foolish daydreamers”…
    • Content samples 1/3 •We wanted to attach a picture of a hard working employee. We couldn’t find one so here is a picture of our office kitchen.
    • Content samples 2/3 •We offer the support of a spineless organisation and miserable bonuses like only slightly used bus tickets •You will get a Commodore 63 and internet connection, so you can enjoy your work day on Facebook •Our morning meetings may be anaemic, but in return, team gatherings include a sufficient amount of alcohol •On Fridays, we leave work early, but we compensate this by coming to the office later on Monday •Work experience as a CEO of Rovio is a benefit
    • Content samples 3/3 •The truth was also revealed: •To the point! This company doesn’t need idle tweakers, but top talents with a great sense of humour and creative spirit •Show your potential by sending an application, a CV and a picture of your grandfather wearing his wife’s underwear. •Please inform us about your desired amount of salad
    • What happened?
    • Humor portals… •For example Naurunappula (engl. Laugh Button): almost 30 000 viewers •The first comments were wondering if it was a real job or just a parody ad •Then somebody sent an application and told others that he got a response
    • Blogs react…
    • Facebook and Twitter buzz…
    • The press wakes up! Dozens of articles For example: Second largest Finnish newspaper Aamulehti; print and online news article
    • Tekniikka & Talous: a two-page article Largest tech related newspaper in Finland
    • A blogger translates it into English…
    • So what? • Applications from all around the globe • Over 1000 applications for one job • National record: the largest number of applications for one job • Altogether almost 2000 job applications – and we still get several every day! • Dozens of co-operation inquiries • Articles in several Finnish newspapers • Now over 300 000 people know Fantastec
    • Fantastec brand • The Fantastec brand was built • Humoristic, laid-back and energetic people • An agile, joyful company • The core of brand image: That’s Fantastec! Fantastec Spirit!
    • The craziness continues… – If it ain’t broke, don’t fix it! – Looking for Tech lead and art designer; almost 1500 social shares within few weeks:
    • Viral marketing: Summarizing • • • • Company policy, culture, resources… (media) relationships Best practices Plan (takes time!) • Ask help from experts • Goals? • Audience? • Main message, style and context? • Channels, media? • Organising: Who, what, why, when, what resources? • Test, iterate, improve • Measure the results and learn
    • That’s all, folks! Fun is our business …and our business is FUN! Test Fantastec games at: Juha Väisänen CEO, Fantastec Ltd