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!
Kakushkin group webinar
20 November, 2013
How to raise massive
interest in a startup company?
CEO, Fantastec Ltd.
•Who is he? Where does he come
•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
•Two University degrees:
Economics (Marketing) and
humour producer, learning
•Now combining all previous:
CEO, Fantastec Ltd.
The country with the most beautiful nature in
• The most typical reasons why an employee is absent
• Polar bear attack
• 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
• Several very successful game companies
• Rovio (Angry Birds), Supercell (Clash of Clans & HayDay)…
Edutainment game revolution!
Mission & passion!
powers children’s happiness
great value for parents
with fun and educational games
World’s first comprehensive and
fun game based learning solution
•Fun and educational
for kids, valuable for
•Primary market: 4-9 yrs
kids + mid class parents
mobile, smart TV apps
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
See the trailer and try the game here:
•“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,
•Cost effective, yes!
•Research: “Virality is driven by
psychososiological arousal. Content that
evokes high-arousal positive (awe) or
negative (anger or anxiety) emotions is
•Feelings: Happiness, anger, laughter,
•Things to take into account; shareability,
media, audience, momentum, etc.
•“See this cute baby seal? Buy our
product or it will be killed”
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?
•Game developer and programmer needed
•Problem: an unknown startup company
•Problem: Fierce competition for best talents (Rovio
•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
•Publicity for Fantastec
•Raising awareness and interest among
•Brand building: An energetic, talented and
fun company – That’s Fantastec!
•Job ad on Finnish employment office (very concervative)
…job ad with a strong humoristic twist and reverse
•”Fantastec is a tired and grey game company. We are
looking for village idiots and foolish daydreamers”…
•We wanted to
attach a picture of
a hard working
couldn’t find one
so here is a picture
of our office
•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
•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
•Show your potential by sending an application, a CV and
a picture of your grandfather wearing his wife’s
•Please inform us about your desired amount of salad
Naurunappula (engl. Laugh
Button): almost 30 000
•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
• 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
• The Fantastec brand was built
• Humoristic, laid-back and energetic people
• An agile, joyful company
• The core of brand image: That’s Fantastec!
– If it ain’t broke, don’t fix it!
– Looking for Tech lead and art designer; almost 1500
social shares within few weeks:
Company policy, culture, resources…
Plan (takes time!)
• Ask help from experts
• 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:
CEO, Fantastec Ltd