Levinator25 Vs Ea Sports

It’s in the buzz ! analysis of a success story

Bryan LEVI aka levinator25 Age : 21

Bryan LEVI aka levinator25 Age : 21 only 11 videos added on Youtube !

last video added = 4 months ago

EA SPORTS (Electronic Arts) Age : 26 Tiger WOODS (Eldrick WOODS) Age : 32

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28th august 2008

EA SPORTS (Electronic Arts) Age : 26 Bryan LEVI aka levinator25 Age : 21

30/08/2007 19/08/ 2008

1 year 30/08/2007 19/08/ 2008

« response » ? 30/08/2007 19/08/ 2008

not really high bandwidth 30/08/2007 19/08/ 2008

opportunism ? 30/08/2007 19/08/ 2008

28th august 2008

19/08/ 2008 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0

19/08/ 2008 21/08/ 2008 http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 Views: 28,382 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0

19/08/ 2008 21/08/ 2008 23/08/ 2008 http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 http:// www.youtube.com / watch ?v= AKcAbWeHgVY & feature = PlayList &p=C2D9CB12D0093F62&index=1 Views: 48,642 Views: 28,382 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0

as a result

spread feedback spread feedback feedback spread feedback

>> video added : 19/08/08 >> 21/08/08 (Google cached)

183.923 views

9 video responses

407 text comments

183.923 views

9 video responses

407 text comments

>> 27/08/08

1.383.113 views (x7,5)

42 video responses (x5)

2.191 text comments (x5)

>> 0 comment >> 0 comment 19/08/08  26/08/08 : +600 posts CGM only (via Blogsearch – any language) Req. : ea youtube "tiger woods"

http:// www.viralvideochart.com / youtube /tiger_woods_09__walk_on_water?id=FZ1st1Vw2kY 434 blog posts another metric :

Bryan LEVI aka levinator25 what about ?

178.829 views

>> 27/08/08

422.449 views

178.829 views

conclusions

1. viral is not dead (yet ?)

2. CGM = source of inspiration for a growing part of advertisers

2. CGM = source of inspiration for a growing part of advertisers http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0

http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0

Added 18/08/08

1,047,891 views

802 comments

http:// www.youtube.com / watch ?v=muP9eH2p2PI

Added 18/08/08

12,441,549 views

56,545 comments

(…) 2. CGM = source of inspiration for a growing part of advertisers

3. EA SPORTS’ example shows how a viral video should be considered as a « starting point » for a wider campaign … not as a one shot

… despite a decrease of the audience for the 2 other videos http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 http:// www.youtube.com / watch ?v= AKcAbWeHgVY & feature = PlayList &p=C2D9CB12D0093F62&index=1 Views: 48,642 Views: 28,382

4. CGM + Advertisers = « win-win »

+ PR Tiger Woods PGA Tour 08’ glitch 28th august 2008 30th august 2007 Tiger Woods PGA Tour 09’ LAUNCH EA SPORTS’ awarness EA SPORTS’ campaign BUZZ

178.829 views

>> 27/08/08

422.449 views

Bryan LEVI aka levinator25 x 8 >> 18/08/08 (source L.A. TIMES)

50.000 views

5. Tiger Woods too…

« Tiger Woods » : Tiger really can walk on water and hit a golf ball « It's not a glitch. He's just that good »

6. EA Sports grabs sympathy

most of comments are enthusiastic « Un bad buzz devenu good buzz grâce à la réactivité de la marque et son ouverture d’esprit » « Pretty brilliant, if you care for my opinion » « Nice move, EA! » « Good job EA » « I don't think I'd like the game and I certainly don't want to support EA sports, but the ad is just that good » « EA just gained some points in my book » « This is a great marketing strategy »

despite few doubts Darren 6 days ago « I assumed that the whole thing was set up. That the 'Levinator25' video was manufactured, and the subsequent ad created as a response to it. That said, Levinator25 has been on YouTube for over a year, apparently. Mind you, EA could probably convince YouTube to manufacture an 'old' user account with enough cash. » « Simply awesome, but it is only a matter of time before someone gets upset because they think Tiger Woods is saying that he is on par with Jesus. »

7. last but not least…

hope that EA monitored its buzz with a company like Scanblog ;) note : I made this stuff on my own, not with Scanblog’s buzz-monitoring tool cause we didn’t know about this viral video before it was launched. To be efficient has a monitoring process we have to plug our software before the campaign. Just in case… ;)