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

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

2. Bryan LEVI aka levinator25 Age : 21

3. Bryan LEVI aka levinator25 Age : 21

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

6. last video added = 4 months ago

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

8. +

9. =

11. &

12. 28th august 2008

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

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

16. 30/08/2007 19/08/ 2008

17. 30/08/2007 19/08/ 2008

18. 30/08/2007 19/08/ 2008

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

20. « response » ? 30/08/2007 19/08/ 2008

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

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

23. 28th august 2008

24. 19/08/ 2008 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0

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

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

27. as a result

28. spread feedback spread feedback feedback spread feedback

31. >> 0 comment >> 0 comment 19/08/08  26/08/08 : +600 posts CGM only (via Blogsearch – any language) Req. : ea youtube "tiger woods"

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

33. Bryan LEVI aka levinator25 what about ?

36. conclusions

37. 1. viral is not dead (yet ?)

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

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

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

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

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

45. 4. CGM + Advertisers = « win-win »

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

50. 5. Tiger Woods too…

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

52. 6. EA Sports grabs sympathy

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 »

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. »

55. 7. last but not least…

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… ;)