Levinator25 Vs Ea Sports

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EA Sports' buzz with Tiger Woods PGA Tour 09 : analysis of a success story (by Cyrille Chaudoit - www.veille2com.com)

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Levinator25 Vs Ea Sports

  1. 1. It’s in the buzz ! analysis of a success story
  2. 2. Bryan LEVI aka levinator25 Age : 21
  3. 3. Bryan LEVI aka levinator25 Age : 21
  4. 4. Bryan LEVI aka levinator25 Age : 21 only 11 videos added on Youtube !
  5. 6. last video added = 4 months ago
  6. 7. EA SPORTS (Electronic Arts) Age : 26 Tiger WOODS (Eldrick WOODS) Age : 32
  7. 8. +
  8. 9. =
  9. 11. &
  10. 12. 28th august 2008
  11. 14. EA SPORTS (Electronic Arts) Age : 26 Bryan LEVI aka levinator25 Age : 21
  12. 15. EA SPORTS (Electronic Arts) Age : 26 Bryan LEVI aka levinator25 Age : 21
  13. 16. 30/08/2007 19/08/ 2008
  14. 17. 30/08/2007 19/08/ 2008
  15. 18. 30/08/2007 19/08/ 2008
  16. 19. 1 year 30/08/2007 19/08/ 2008
  17. 20. « response » ? 30/08/2007 19/08/ 2008
  18. 21. not really high bandwidth 30/08/2007 19/08/ 2008
  19. 22. opportunism ? 30/08/2007 19/08/ 2008
  20. 23. 28th august 2008
  21. 24. 19/08/ 2008 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
  22. 25. 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
  23. 26. 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
  24. 27. as a result
  25. 28. spread feedback spread feedback feedback spread feedback
  26. 29. >> video added : 19/08/08 >> 21/08/08 (Google cached) <ul><li>183.923 views </li></ul><ul><li>9 video responses </li></ul><ul><li>407 text comments </li></ul>
  27. 30. >> video added : 19/08/08 >> 21/08/08 (Google cached) <ul><li>183.923 views </li></ul><ul><li>9 video responses </li></ul><ul><li>407 text comments </li></ul>>> 27/08/08 <ul><li>1.383.113 views (x7,5) </li></ul><ul><li>42 video responses (x5) </li></ul><ul><li>2.191 text comments (x5) </li></ul>
  28. 31. >> 0 comment >> 0 comment 19/08/08  26/08/08 : +600 posts CGM only (via Blogsearch – any language) Req. : ea youtube &quot;tiger woods&quot;
  29. 32. http:// www.viralvideochart.com / youtube /tiger_woods_09__walk_on_water?id=FZ1st1Vw2kY 434 blog posts another metric :
  30. 33. Bryan LEVI aka levinator25 what about ?
  31. 34. >> video added : 30/08/07 >> 22/08/08 (Google cached) <ul><li>178.829 views </li></ul>
  32. 35. >> 27/08/08 <ul><li>422.449 views </li></ul>>> video added : 30/08/07 >> 22/08/08 (Google cached) <ul><li>178.829 views </li></ul>
  33. 36. conclusions
  34. 37. 1. viral is not dead (yet ?)
  35. 38. 2. CGM = source of inspiration for a growing part of advertisers
  36. 39. 2. CGM = source of inspiration for a growing part of advertisers http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
  37. 40. http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0 <ul><li>Added 18/08/08 </li></ul><ul><li>1,047,891 views </li></ul><ul><li>802 comments </li></ul>2. CGM = source of inspiration for a growing part of advertisers
  38. 41. http:// www.youtube.com / watch ?v=muP9eH2p2PI <ul><li>Added 18/08/08 </li></ul><ul><li>12,441,549 views </li></ul><ul><li>56,545 comments </li></ul>2. CGM = source of inspiration for a growing part of advertisers
  39. 42. (…) 2. CGM = source of inspiration for a growing part of advertisers
  40. 43. 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
  41. 44. … 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
  42. 45. 4. CGM + Advertisers = « win-win »
  43. 46. + 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
  44. 47. >> video added : 30/08/07 >> 22/08/08 (Google cached) <ul><li>178.829 views </li></ul>>> 27/08/08 <ul><li>422.449 views </li></ul>Bryan LEVI aka levinator25 x 8 >> 18/08/08 (source L.A. TIMES) <ul><li>50.000 views </li></ul>
  45. 50. 5. Tiger Woods too…
  46. 51. « Tiger Woods » : Tiger really can walk on water and hit a golf ball « It's not a glitch. He's just that good »
  47. 52. 6. EA Sports grabs sympathy
  48. 53. 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 »
  49. 54. 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. »
  50. 55. 7. last but not least…
  51. 56. 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… ;)

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