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Owning the World – Achieving Success with Word-of-Mouth Marketing
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Owning the World – Achieving Success with Word-of-Mouth Marketing

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Owning the World – Achieving Success with Word-of-Mouth Marketing Owning the World – Achieving Success with Word-of-Mouth Marketing Presentation Transcript

  • BSI Owning the World – Achieving Success with Word-of-Mouth Marketing Marketing 2.0 Conference, Hamburg 2005
  • BSI Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  • International Word of Mouth Marketing Conference Hamburg, Germany 6-7 October, 2005 0wning the w0rld: A Case Study in Achieving Success With Word-of-Mouth Marketing Scott Foe Alexander Macris Producer, Games Group President & CEO Nokia Themis Group
  • About Pocket Kingdom …
  • About Word of Mouth …
  • Designing for Word of Mouth…
  • By Genre …
  • Be Remarkable …
  • A Quick Aside …
  • Own thew0rld.com Tournament
  • Superconductors - Our Building Blocks of Buzz
  • About Superconductors 1. Circuits where the I love WOW! flow of electric current is without resistance. 2. Influential consumers who conduct information We love WOW! without resistance throughout the word of mouth networks. Image © Krahulik / Holkins 2005. Used with permission.
  • About Resistance e •Current = anc Re sist Voltage / Resistance Cu rren t "More people are rejecting traditional sales messages, presenting the ad industry with big challenges.“ - The Economist (Jun 24th 2004)
  • Marketing to Superconductors “I’m gonna make him an offer he can’t refuse.” Image © Paramount Pictures 2005.
  • Accelerating their Experience... Free N-Gage with Prepaid Phone Card - No Activation Required!
  • Offering Status… Top 10 Leaderboard – Own thew0rld.com
  • And Rewarding Friends… Creative and media were integrated with the superconductor marketing campaign.
  • How much impact can a WOM campaign have? Before PK… (11.6.2003)
  • After PK… (26.11.2004) The campaign has not just amplified WOM, it has transformed it!
  • Campaign led to Huge Buzz • GameSpy: “Best of 2004” award, “the ultimate online game.” • 1UP.com: “A daily addiction.” • Penny Arcade: “An excellent game. The sleeper hit.” Creator traded his personal mobile phone for an N-Gage.
  • PK became the most played online game in the N-Gage catalog The Cost? Including •N-Gage product seeding •Creative development •Website development •Media purchase •Tournament administration… < $200,000 USD