Viral Strategies Buzz Marketing

EMAKINA Buzz Marketing & Viral Strategies and Viral Buzz Marketing Strategies Emakina Academy

Welcome Brice Le Blévennec President Emakina

About Emakina Emakina is the leading independent Belgian web agency. We offer the following integrated services – creative consultancy and graphic design – web development and IT integration – e-business and strategic consultancy – marketing communication services With an award-winning team of over +80 web experts, Emakina delivers state-of-the-art projects.

Some Emakina Customers

Selected Cases Viral Buzz ! Volkswagen New Beetle ! Volkswagen Polo Fox ! Proximus Vodafone live! ! ! Ugly Duck ! ! Proximus 3G ! ! Sprite Light Goblin + Goblin Blog ! ! Jean Paul Gaultier

Today’s topic “Viral marketing is like succeeding in Hollywood: every actor wants to do it, only a few succeed.”

Case Studies Volkswagen Beetle Volkswagen Polo Fox

Buzz – A low, vibrating sound – A particularly intense kind of Word of mouth

Buzz Marketing A term used in the marketing industry to describe activities that companies undertake to generate favorable word of mouth publicity about products and services

Initial Briefing Make some animation on the vw.be website to relaunch New Beetle Cabrio mini-site before the summer

The Idea Benefit from the notoriety of the \"Yeti\" game which was one of the largest buzz on the Internet in 2004

The Concept The goal is not directly hit the target but rather to create a rumor that can reach to the target

The Storyline – The New Beetle Cabrio assists the penguins martyrized by the Yeti – New Beetle Cabrio saves them and makes them rebounding on its capotte to the sea – Positive wink ;-)

The Game – Basic arcade game, easy to understand – The more you make rebounds with penguins, the more you get points – The more you save penguins, the more you get big points

The Game – The game stops after having let 4 penguins falling on the floor or if you send your car to water

Design Approach – Cartoon design – Fresh interface

Excite the Players At the end of each part, the player will have the possibility to send by email a certificate (HTML format) attesting that he saved a certain amount of penguins

Excite the Players At the bottom of the certificate the address of the game with an invitation: \"Defy your friends by sending them the address of the game!\".

Excite the Players A permanent table of high scores is posted on the first screen of the game in order to stimulate the challenge

Demo

A Few Figures – 5.000 monthly single visits on the mini site before the game was launched – 130.000 single visits on the mini site the month the game was launched – 12.000 monthly single visits on the new beetle cabrio mini site today. – 75.000 players have already registered their email address !

Campaign Appreciation – Low cost promotion ! – Email sent to the 40.000 registered users of the VW e-News (www.vw.be/enews/) – Bannering on the www.vw.be home page – Bannering on \"Play the Game\" site – Emailing via \"Play the Game\" list – Word of mouth did the rest! What a buzz!

New Buzz Campaign in May 2005 – Volkswagen launch new Polo Fox – 3 week prelaunch buzz & blog marketing campaign – http://www.tonysheraton.be – 2 month activation (interactive video) on Volkswagen website – http://www.vw.be

Tony Sheraton – Chain mail Message: Hi Fred, You told me once that I could count on you if I needed some help Well, I think I getting where I want; I’m at the top! I’m in super-form and my artistic feeling has never been better! Could you ask the people you know if they have a job for me? That would be super! I also have a website http://www.tonysheraton.be where they can find more info about me. Tony S. (\" yes, I’m keeping the name)

Tony Sheraton – Weblog

Billboard

Case Studies Vodafone live! Ugly Duck Proximus 3G

Context – Proximus presents Vodafone live! – Summer 2004, from June 21 till July 22 – Launch of Vodafone live! a new product from Proximus – Only for Proximus customers

Context – Vodafone live! vs. WAP – Unique integration of exclusive multimedia services • Intuitive & enjoyable multimedia experience • Exclusive content: tones, games… – Customized handset # No more technology, but a real lifestyle proposition!

Context – Why Internet in the media plan? TV spot TV spot youngsters Image postering Proximity postering Magazines Internet – Former e-campaigns show (pre/post tests) that “WAP-oriented” products generate good results online – The average Proximus.be user generates more revenues than the average Proximus customer

Context The target: the “connected” – 61% female, 23% students, 18-35 years old – Motivation: Social talk, SMS – Main driver in their life: search (almost compulsive) to be loved and to be recognised through their social and family contacts – Characteristics: social, extravert, strongly focused on the “loved” ones (friends and family) “Connected are continuously in search of new ways to communicate, however they find the current offer of multimedia services inaccessible in terms of user-friendliness”

Objectives – Create awareness for Vodafone live! – Reduce the technology perception by replacing it by a lifestyle proposition! – Call-to-action to purchase a Vodafone live! handset/content – Increase brand preference for Proximus through differentiation – Increase leadership and innovation perception of Proximus

Key Message – Intuitive and enjoyable multimedia experience – Better relationships – Vodafone live! offers more freedom to the users

Expectations – The campaign must be… – Surprising – Impactful – Worthy of a leader – … and should create – A hype, with a word-of-mouth effect – Contagiousness – A mix of “discovery” (make them want Vodafone live!), “interaction”, and “awareness” – A lifestyle experience!

Strategy Webvertising, in line with the concept and objectives – High visibility: 23.000.000 impressions – Creative formats (1st ones in Belgium!) – Exclusive partnership with Skynet (rebranding GSM channel) – 2 waves – Awareness: discover Vodafone live! – Awareness + contest: play and win exclusive Vodafone live! handsets

Strategy > Emakina Approach The strategy The Vodafone live! offer • P2P communication as heart of the campaign 1. Exclusive content The message • The handset/the Vodafone live! menu as 1. Intuitive & enjoyable 2. Lifestyle mode “access point” + usage! multimedia experience • Easy (!), fun, lifestyle, no 2. Better relationships tech atmosphere: in line 3. Customized 3. More freedom for the with the target handsets users • Viral marketing as “part of the game” 4. For Proximus customers only

The Concept “One day in your life with…” (how Vodafone improves your daily life) Scenario • 2 characters: a woman & a man • We see them in different places during the day: each place/moment is to show the relevancy of Vodafone live! • The final destination is a place of fun, colors, sounds and friends… # THE perfect opportunity to create viral… Marketing description • Catalogue view of the 4 pillars: tones, games, MMS, fun & info Handsets • Description + call-to-action

Creative Approach Awareness also means consistence & coherence – Specific photo shooting for the website + webvertising – Vodafone visuals for products to stay consistent with offline creatives – Lifestyle: easy, fun, entertainment, user-friendliness

The Campaign – www.proximus.be/vodafonelive Scenario: the game/contest Marketing description Handsets Promote Proximus

Marketing description ° Presentation of the Vodafone live! experience & services ° Description of the 4 pillars ° High-level presentation, to stimulate traffic to live.proximus.be

The handsets ° Presentation of the 3 Vodafone live! handsets ° Call-to-action to live.proximus.be

The campaign – Scenario: game/contest – Play our game to discover the Vodafone live! experience – Win exclusive Vodafone live! handsets 1 Conversations/ interactions via 2 Different the handset places/moments: - Opportunities to discover 3 Final destination: Vodafone live! - Be together, share fun - Questions for the moments thanks to contest Vodafone live! - Gathering/ member-get-member

The campaign – Scenario : game/contest – Play our game to discover the Vodafone live! experience – Win exclusive Vodafone live! handsets 1 Conversations/ interactions via 2 Different the handset places/moments: - Opportunities to discover 3 Final destination: Vodafone live! - Be together, share fun - Questions for the moments thanks to contest Vodafone live! - Gathering/ member-get-member

Ringtones

Mobile gaming

Photo/MMS

Fun & infos

Also …partners

Also … TV ad

The campaign – Scenario : game/contest – Play our game to discover the Vodafone live! experience – Win exclusive Vodafone live! handsets 1 Conversations/ interactions via 2 Different the handset places/moments: - Opportunities to discover 3 Final destination: Vodafone live! - Be together, share fun - Questions for the moments thanks to contest Vodafone live! - Gathering/ member-get-member

Key Figures 160.000 visits 135.000 unique visitors 700.000 pages views 60% Proximus 26.000 participants 40% non Proximus Viral effect Opt-in SMS: 65.000 E-mail: 5.000 MMS: 9.500 SMS: 6.500

Why this campaign is good viral marketing 1. 2. The viral function is The viral component happens on the fully integrated in the campaign same mode as the rest of the campaign • Not just a “nice to have” • But highly relevant…: a place to • Participants are busy playing with share, communicate and have the handset since the beginning of fun…with friends the game: the target is “hot”… 3. 4. Launch of a new and exciting product An attractive content • New product: curiosity & interest • The carrot: mobile phones to win • Huge buzz and impact due to the + free SMS/MMS whole campaign • Fun and relaxing atmosphere

Objectives > Were they met? ! Create awareness for Vodafone live! ! Reduce the technology perception by replacing it by a lifestyle proposition! ! Call-to-action to purchase a Vodafone live! handset/content ! Increase brand preference for Proximus through differentiation ! Increase leadership and innovation perception of Proximus # YES!

Case Studies Proximus 3G

Case Studies Find My Goblin Goblin Blog

Welcome Customer : Ides Ticket Marketing Manager Youth Brands The Coca-Cola Company Leading and coaching of Fanta and Sprite brand team Development of youth brand strategies and innovations Partner in charge : Brice Le Blévennec Executive Partner Emakina

Presentation Watch PPT Play Movie

Goblin as Carrier – New icon – Sprite Goblin is the new product icon – Build a new communication platform around the Sprite Goblin – Rationale – The goblin is a proprietary and likeable icon (completely weird, strange and unconventional but cool) that enables them to trust their abilities to make right choices. – It represents the unconventional and unexpected Sprite has in itself. – Brand effects – astonishing, excentric, delirious, unexpected – trendy, modern, contemporary – cool, likeable

Sprite Goblin > Plan OST Research Objectives Strategy Tactics • No stand alone – Sprite light Holistic plan to Teasing awareness establish the • Buzz marketing Goblin as an • Link Goblin- • Viral campaign unconventional Sprite – Goblin interest • Wild postering and unexpected • Guerilla Sprite light brand • Goblin Role marketing vehicle • Complicity Reveal • PR campaign • Sprite website • Banner campaign Boost

Emakina Strategy > Campaign Phases Teasing – Strange creature has been lost; call for help launched – People report sightings and photographs of the missing goblin to the website; the best ones published on the site – Websites, emails, blogs continue to relay this info, adding more credits to the facts Reveal – Young boy discovered a strange creature in his fridge – Video ad in avant premiere on a website – Everyone understands it is all about the Sprite light goblin – PR campaign, “Strange News” fake newspaper Boost – internet site + experiential marketing continue to relay exceptional and incredible news about the goblin and incite to pass the word to friends

Emakina Strategy > Campaign map TEASING REVEAL BOOST Forums, blogs Friend’s blogs myGoblin The SpriteLight.be site Video site Street guerrilla Sampling The entire story stays online even after the reveal to make it a good read / extra promo

Sprite Goblin > Campaign Timeline 18 21 27 3/2 11/2 14/2 WK4 17-21 WK5 24-28 WK6 31-04 WK7 07-11 WK8 14-18 WK9 21-25 GO copy site Webcam email vid 1 Game email No more updates “Lost Goblin” site updates + story development No more updates Forum, blog promotion Massive Bannering posters vid 2 Street guerrilla Reveal www.sprite.be Awareness

Online Teasing WEB EMAIL – Fake amateur site – Chainletters via email – Mysterious photographs & movies – ‘Keep Me Updated’ function – Webcam recordings with shocking – ‘Send to Friend(s)’ function element – Dissemination of top-topical – Fake editorials manipulated photos – Funny picture and email publication PHONE – Mobile phone answering machine – Regular updates of site with new sightings, SMS, voice messages, ... – Creation of fake blogs on MSN, Skynet, Redbox and other BTL – Fake discussion on major Belgium – Wild Postering forums – Guerrilla Marketing – Purchasing Google keywords – Poster for download – Continuous Blogging PR – Fake Newspaper – TV coverage: TMF, PlugTV

Like any other “missing pet” CREDIBLE!

Semi-prof design Call for Supporting assistance material Mystery Email functions How to help Shocking video Put up your Emotional own poster! description Sexy Jessica

Sprite Goblin > Kick-off & Growing CONTROLLED BLOGS FIRST UNCONTROLLED BLOGS PICKING UP THE STORY! redbox skynet MAIN MAIN http://redbox.be/findmygoblin http://findmygoblin.skynetblogs.be/ SUPPORT SUPPORT http://redbox.be/ddave Awaiting approval other msn/spaces SUPPORT MAIN http://homepage.mac.com/brice21/ http://spaces.msn.com/members/lostgoblin http://www.brice.org SUPPORT http://spaces.msn.com/members/dendave http://www.findmygoblin.be CONTROLLED FORUMS GENERAL FUN FORUMS STUDENT FORUMS http://communication.skynet.be/index.ht www.pureesoiree.be studiant.be ml?or=menu_forum&l1=communication&l zattevrienden.be … 2=forum&l3=home (Insertions queued for publication) (Heavily moderated) Categories: old friends, blogs, lost&found, animals, …

Sprite Goblin > Some SMS Collected - My name is izzy and i'm from new zealand. The goblin you are - on a retrouver ton goblin!! enfin on actually - Si tu ne retrouves la vu passé devant nous a looking for is mine. He used to goblin, j'en pas ton jambes! on y croyais pas! puis on a vu live with me back home. I ai un a adopter. Il won't ton affiche!! mon num c 049793 s'apelle give 77836 www.skynet.be (+32 477 200xxx) hime back. HE'S MINE (+32 Bento. Mais il est 473 21 xx liégeois. (+32 494 60 46) Vergeet me nietjes laan 12 bus 14 - WHERE IS 82 xx) YOUR GOBLIN bij hermus (+32 476 89 06 xx) ? (+32 486 24 07 06) - Lors d'une promenade au bois de la - allright dude i found your cambre ma licorne a été effrayée gonlin an i'm keeping him 4 me you're par 1 mvement ds 1 bosquet*elle est partie au galop,j'ai perdu sa never gonna see his pretty face again EVER (+32 486 94 trace*peut_etre sont ils ensemble,cela 97 99) me semble une piste à - G vu un type verdatre exploiter*bonne recherche*appel moi si d'environ 80cm faire la tu as des informations*joannie planche dans la meuse (+32 485 27 10 xx) sous le pont d arches mais g t saoul (+32 496 35 89 xx) - - FOUND HIM! WHAT ABOUT REWARD? (+32 478 57 53 xx)

Sprite Goblin > Some emails collected Bonjour , Je suis sorti hier soir au bowling a Salut Monsieur, Libramont puis dans une boite a bertrix , je pense avoir aperçu le goblin sur le bord de la route. Depuis que j'ai vu votre affiche, près du cimetière voila j'ai peut etre trouvé C était sur la route entre bertrix et libramont!!!!!!!! d'ixelles, je suis à la recherche de votre goblin... quelque chose qui pourrait J ai pris peur ne sachant pas si c'était un goblin Malheureusement, je ne l'ai pas encore t'interresser. Ton goblins apprivoisé ou non , je ne me suis donc pas trouvé...Souvent, j'ai eu l'impression de le voir...un peu aurait apparement décidé de arreté..... qcomme quand vous êtes amoureux, vous voyez ? faire un jeu pc. Je vais afficher sa photo dans toutes les Vous avez l'impression de voir votre seconde un peu a+ ardennes belge... partout mais, c'est rarement elle, vous voyez ? ciao et bonne continuation J espere que ça portera ses fruits . Bonne chance dans tes recherches on est tous avec toi!!!!!!!!!! Soit... François Vanorm Je continue mes recherches mais y aurait-il quelque (Ps :Si tu mets mon mail sur ton site merci de chose de familier qui pourrait l'attirer ? Je ne sais pas, corriger mon orthographe ) comment l'appeliez-vous dans l'intimité ? Avait-il un Suis toujour dans une grande vile surnom, un prénom, voire même un nom ? en Bèlgik Pour l'instant, quand je l'appelle, je crie \"GOGOGO, Il pleut baucoup mais je vais bien GOBLIN...\" mais personne ne me répond; excepté ne t'inquiete pas mes voisins qui commencent à en avoir marre (et qui Je comprends parfaitement la situation et je vous exprime trop rigolote l'idée juste pour le fun je valide nuisance sonore, les cons !!!) m'ont attaqué pour toute ma sympathie concernant la disparition de votre je t'envoi des photos des que je ...d'ailleurs, même au cachot, les gardiens m'ont dit gobelin. peux Je tiens à retrouver votre Goblin, regarder ds ta cave de disque\"...auriez-vous de cela quelques jours, mon troll des Alpes mais a tu penser a mais j'aimerais \"de changer Sachez qu'il y a éventuellement savoir dans quelpeut être chez ta petite amie ou coin vous habitez, le goblin disque à me proposer aussi disparu. Si vous retrouvez votre gobelin, peut- un a lui ? PS: pardon pour le verre. sûrement pas dû trop s'éloigner de l'endroit où il être pourriez-vous lui demander s'il n'a pas des nouvelles quoi qu'il en soit que le dieu des goblin soit avec toi votre recherche. Je peux Merci et bonne m****de mon Poupou (c'est le nom de mon troll). Il est grand, a dans habitait... adios amigos et que ton but imaginer ce quelle quque de perdre un tel être et je soit atteint que c'est il soit un caractère de cochon et ne mange que des bananes Sinon, ce site, c'est juste un délire ou c'est autre souhaite corage et persévérance. la confiture qu'il accompagne de sodas vous écrasées avec de au cola, pour ne pas citer de est venu un soir Il marque. chose ? Parce que payer un nom de domaine pour retrouver un goblin... c'est un peu gros :) A bientôt, nous aider à battre Bonne chance. des elfes noirs en jeu Tamara Nicolas PETIT de rôle!!!:) Puis, il est Bien à vous. reparti comme il est Franck. venu....

Some blogs messages collected

Sprite Goblin > Additional Blogs

Sprite Goblin > Spreading the Word Receivers B4 B3 B2 B1 B1 A3 A3 A1 Friends of A 4 A2 4 receivers A Offliners Believer #A has blog Supporters

Banners

Results vs Expectations

Some Figures Viral Campaign Sprite Site Running time 6 weeks 8 weeks Unique Visitors 120’971 55’220 Visits 141’448 62’381 Page views 448’831 101’806 Emails sent from site 10’140 Opt-ins 2’582 Spontaneous people contributions (mails, stories, pictures, videos) 493

Success Ingredients – Huge fun, new & intriguing factor – Creative copy writing and visuals – You should be original when forwarding to friend – Easy to forward – Offline and online integration – Emotional story – Energy and drive of posters/bloggers is crucial Selected and motivated underground posters working day and night – Credible look&feel (professional amateurism) Rumour should be believable: people are credible, corporations not

Goblin Blog – Starting 6 june – GoblinBlog.be

Launch Video – MPEG Video

Goblinblog - top topical Roland Garros

Goblinblog - top topical Star Wars 3

Goblinblog - top topical Werchter

Goblinblog - stars and jokes

Goblinblog ... hundred more posts ... and 3 newsletters sent Results - 20.000 unique visitors - Average visit length: 19 min.

Case Studies Ugly Duck

Content of this document – Strategy & concept – The teasing phase – The reveal phase – Emakina’s conclusions – Appendixes

1. Strategy & concept

1. Strategy & concept – Strategy: a campaign with two phases – Be the first on the market while not revealing the offer 1. Teasing phase 2. Reveal phase ° Only brand ° Full commercial offer awareness: ready online logo & name only ° Only reactive PR ° PR starts ° Objectives: ° Objectives: => Create curiosity => Visibility => Be the first => Trial (vs. Simyo)

1. Strategy & concept – Creative approach by Emakina: 1. Teasing phase 2. Reveal phase ° Message: ° Message: the “no frills” aspect focus on main offer is the entry point features => No mention of => Simplicity offer => Quality => “By choosing Levis, you are => Price smart”

2. Teasing phase, by Emakina

2. Teasing phase – Creative concept – Campaign map – Creatives – Viral effort – Results

2. Teasing phase: creative concept Pas de – Pas de chichi: chichi! – Short & dynamic video sequences, (fr) in a funny & ironic atmosphere – Different situations where some people should better have used Geen less frills… tralala! – Each film is signed with the Levis logo + the following tagline: (nl) “Pas de chichi !”

2. Teasing phase: campaign map Text ads Viral effort on Skynet by & MSN Emakina Pasdechichi.be / Geentralala.be minisite See/download Viral: send Goodies Opt-in: the movies them to friends (see further) possibility to be warned of reveal

2. Teasing phase: creatives This is the homepage of the minisite

People had the possibility to see or download the three movies

To enhance the viral aspect: - The films were signed with “Pasdechichi.be” - The possibility was given to forward the films to friends

To enhance the viral too, people could invite friends to visit the site

People also had access to different goodies: here the wallpaper

People also had access to different goodies: here the “manifest”

The possibility was given to opt-in & be warned of the reveal

And finally, the FAQ section had also be made “uglier”…

2. Teasing phase: creatives – Apart from the minisite, the advertising formats: – The following slides contain the “text ads” that had been placed on Skynet.be & on MSN.be to promote the teasing minisite – The choice had been made to use text-only format to stay consistent with the underground strategy of UglyDuck

The first presence on MSN was with a simple text link on the homepage

Then, on the Hotmail site

Then, within the Messenger window

On Skynet, there were three different places, all on the homepage

2. Teasing phase: viral effort – Broadcast to different e-mailings lists: – “Brice site of the day” – Other Emakina opt-in lists

2. Teasing phase: viral effort – Research network: – Find first echelon of target traffic sites: write the editorials & directly access the videos • Forums: Studiant.be, Skynet forums, blogs… • Funny sites: pureesoiree.be, zattevrienden.be – Find second echelon: sites that help people to find the promotional material & increase references FR (80-sites) NL (70-sites) EN (50-sites) accrodelire.com 1001moppen.be afunworld.com atoutcoeur.com bigfun.be allfunnypictures.com drole-video.com bulletinboardforum.com ... … coolegames.com unoriginal.co.uk zone-humour.com ... workcanwait.co.uk zonehumour.com studiant.be wowfunny.com zwatla.com supergame.be

2. Teasing phase: viral effort – Create site accounts and start posting: – http://www.zattevrienden.be rademakd/******** – http://www.pureesoiree.be david_rademaker@hotmail.com/********* – http://www.alldumb.com rademakd/*************** – http://www.uniquepeek.com david_rademaker@hotmail.com – http://www.pricelessfunnypictures.com/ – http://www.studiant.be/forum rademakd/***** – http://www.lachspieren.be rademakd/******* – http://www.prettig.be rademakd/******* – http://www.flabber.nl rademakd/************** – http://www.collegehumor.com/ rademakd/******* – http://www.noodingang.be/ rademakd/******* – http://www.bigfun.be/ rademakd/******* – http://www.dikkezever.be/dikkezever/index.aspx – http://www.wzl.be david.rademaker@gmail.com/rademakd/****************

2. Teasing phase: viral effort – Insertion & activation: forum posts – We maintained a diary to keep track of what posts were when inserted (to avoid duplicates). Editorials and promotional texts were custom adapted to the style of the site in order to increase the changes of acceptance: 28/07/2005 www.pureesoiree.be NL submit griffe_nl.swf Dude, don't pimp my car (link) Bald guys should NOT try to pick form up chicks… 28/07/2005 http://www.studiant.b NL submit strip_nl.swf Zoals ze in 't Engels zeggen \"Is that a gun in your pocket or are e/forum form you just happy to see me?\" - (link) - 't Zal wel weer een of andere reclame zijn maar toch goed gedaan… – Insertions of certain material were followed-up by insertions of other material. This allowed us to be present at many fronts with a variety of material

2. Teasing phase: viral effort – Insertion & activation: funny sites

2. Teasing phase: viral effort – Emails to webmasters – Mails were sent to various webmasters to convince them to pick up leads. Webmasters are always on the lookout for new original material and catchy headlines – We assisted them in this by suggesting headlines and matching captions – Close to a hundred webmasters were contacted like that

2. Teasing phase: viral effort – See also appendix 1: mention/review of the teasing phase on (e-)marketing sites/blogs

2. Teasing phase: viral effort – Even after the launch…

2. Teasing phase: results – Quick facts: – Total traffic: 216,574 unique visitors – Before product launch: 102,212 unique visitors – Highest day peak: 22,025 (Sunday, July 31) – Language ratio: NL 57% - FR 43% – Number of video views: +/- 275,000 (all videos) – Peak on number of links: +/- 250

2. Teasing phase: results – Comparison webvertising vs. viral: (*: see next slide) – Overall figures: • Paid bannering: 73,144 visits (33%)* • Viral traffic: 143,430 visits (66%) – Before product launch: • Paid bannering: 73,144 visits (60%)* • Viral traffic: 47,843 visits (40%) – Within identified top-5 referrers: • MSN-Bannering: 25% of referred traffic • Skynet-bannering: 10% • Main posts & stimuli: 65% of referred traffic

2. Teasing phase: results – Note on accuracy: – Reported unique visitors/visits numbers are guaranteed minimums • In reality, one can add 10-20% to compensate for proxy caching effects (i.e. large corporations frequently surf from a single IP address and all employees count as 1 visitor) – Missing referrer data • We can not independently confirm (via our referencing counter) the numbers as reported by MSN/Skynet but we accept them • Normally we can confirm these numbers with an error range of about 10% but here it seems to be more like 75% # can be result of counting scheme at media reps

2. Teasing phase: results – Cost efficiency report: – Classical bannering will always be necessary to support a campaign but it does not make or break a campaign – Here, the quality of the viral campaign had a far more important effect than bannering – Some figures for costs per click • Bannering: 20K ! / 73K clicks # 0.27! / click • Viral promotion: 7.5K ! / 143K clicks # 0.05! / click • Efficiency of viral vs. bannering: x5!!

3. Reveal phase, by Emakina

3. Reveal phase – Creative concept – Campaign map – Creatives – Results

3. Reveal phase: creative concept – Message focusing on: – Quality/reliability – Simplicity – Fair price – In the “ugly & bad” tone of voice of the brand – All this is a 100% consistent design

3. Reveal phase: campaign map Geentralala.be: Bannering no content on Skynet anymore, & MSN becomes a redirect to UglyDuck.be UglyDuck.be Opt-ins from teasing phase have been warned by e-mail Page where to see/download the movies Geentralala.be/pres: page for press

3. Reveal phase: creatives – The redirect page on Pasdechichi.be:

This e-mail was sent to opt-ins from the teasing phase

The press had access to this page (LG&F)

On the homepage of UglyDuck, a link was placed to see the movies

This time, the movies were signed with “UglyDuck.be”

2. Teasing phase: results – Further role of viral in traffic generation (via teasing site): – Total traffic: 216,574 unique visitors – Before product launch: 102,212 unique visitors

3. Reveal phase: results – E-mailing to opt-ins from teasing phase:

3. Reveal phase: results – Webvertising (figures from DAD): Best CTR Imp. CTR régie site Clicks DAD for CTR real Reçues benchmark Format Proximus MSN MSN HP IMU 1.038.756 4.010 0,4% 0,6% 0,4% Leaderboard 524.266 2.978 0,16% 0,4% 0,6% Leaderboard expandable 714.161 36.475 0,29% 3,3% 5,1% Overlayer 160.605 8.805 2,18% 13,8% 5,5% MSN entertainment Skyscraper expandable 192.057 1.525 0,29% 1,7% 0,8% Messenger Mini banner 18-34 2.915.647 17.029 0,5% 1,2% 0,6% MSN Total 5.545.492 70.822 1,3% Skynet Skynet HP IMU 414.260 2.459 0,4% 0,6% 0,6% Leaderboard 114.234 603 0,16% 0,4% 0,5% Skyscraper 175.581 342 0,23% 0,4% 0,2% Skyscraper expandable 628.949 1.533 0,29% 1,7% 0,2% Skynet ROS Skyscraper 190.036 380 0,23% 0,4% 0,2% => Exceptional high resultsSkyscraper FREEEmakina1.547.153 3.172 thanks to creatives!! 0,23% 0,4% 0,2% Skynet Total 3.070.213 8.489 0,3% Grand Total 8.615.705 79.311 0,9%

4. Emakina’s conclusions

Prelaunch Launch Post-Launch Teasing campaign Internet website visits Calling behavior Viral marketing Contracts/sales Customer profile ! Channel Visibility ! Sales !Consumer Behavior !# of visits to partner web sites !Sales per gross-gain !Age !CTR (Click Through Rate) * !Sales per swap !% of voice !# of videos downloaded: !Sales per Port-in !% of SMS +/- 275’000 !Frequency of Reload !# of videos forwarded via site ! Channel visibility !Amount of Reload +/- 2500 people did send video to !% of Free Minutes used friends via site !External (number of recipients: unknown) !# of people seeing banners !# of inscriptions !# people clicking on Via our +/- 2000 people wanted to be banner informed of reveal/follow-up !# of visits (CTR**) tracking tool !Internal !# of pages visited 194,680 visits !# of visits converted into contracts Via ourfigures could These tracking tool !% of be answered via our French/Dutch/English tracking tool visitors 57% NL vs. 43% FR *Webvertising only with text link on **the CTR will only indicate the number of Skynet, MSN, Messenger, Hotmail visits through the banners and not the direct click to the site

4. Emakina’s conclusions: timeframe – Normal viral campaigns take 1-2 months & require carefully planned multi-platform presence – The timeline was very challenging (2 weeks): – Effective time window for viral campaign was decreased – Action plan was adapted from “slow build” # “massive tam-tam” – Was very challenging but we met traffic expectations and even surpassed our own hopes / wild dreams

4. Emakina’s conclusions: comparison with the Sprite campaign – UglyDuck.be – Sprite Goblin – Ultra-high traffic in – High traffic in short period (150k ultra-short time window / 1.5 month) (almost 200k / 2 weeks) – Low pick-up rate of creatives – High pick-up rate of but more word-of-mouse high-quality creatives on other – More content, story telling websites – More interactive – More visuals, videos (custom images posted on site) – Lower interaction model – Lots of online links (1000) – Less web links (250) but this is because campaign was shorter

4. Emakina’s conclusions – Traffic: this must be a record on the Belgian web (but we were a bit lucky since time was unrealistically short) – Planning: time-window to be enlarged across different media (3 to 4 weeks is ideal) – Brand awareness: to be improved: more text/captions to position funnies

Appendix: Pasdechichi on buzz/viral marketing sites

Case Study Jean Paul Gaultier

Campaign Results – 2005-Q4 – European campaign – +160’000 visitors – +215’000 visits – Site even made it to official Apple QuickTime Guide

Case Study Yes By Sodexho Archive Online

Yes – Gift Voucher – What Ticket Restaurant is for food, the Yes! will be as gift voucher for presents, special occasions, … exchangeable in many prestigious outlets

Buzz Campaign – A certain Sam Lennov has returned from the future and is making various predictions on social, cultural and economic level. Highlights are the prediction of the YES…

Designing a story development … and let the story evolve to YES more specific CURRENCY topics to build e a climax tim 4 geo-political changed world 2 8 technological economic changes changes 3 scientific changes 6 cultural changes 4 environmental changes 4 social 2 1 changes medical time changes machine 6 entertainment changes Sam We’ll start here, talking Lennov from a human interest These numbers level to get the story indicate the proposed going… number of topics / weight within the story

Scheduling posts exponential Traffic picks up and posts becomes mainstream July 2005 Story gets picked up by Sam’s friends Press Sam leads a quite life coverage and is considering 10th planet is March 2005 July 2005 July 2005 going public with his discovered but not story but it’s the predicted. However, coming Tsunami that this is the realisation will kickstart it. that he knows and influences the future… June Aug Sep Oct Jan 2004 Oct 2004 Dec 2004 April 2005 2005 2005 2005 2005 time Blog is created Starts additional posting

Campaign Figures – 1.5 month campaign – Budget 10K – +30’000 unique visitors – +42’000 unique visits – +184’000 page views – 4.5 page views / visit – 13min average visit – 21 highly creative posts on a variety of human interest topics – 1325 quality interactive comments

Campaign Appreciation – School forums, class speeches, countless online forum discussions, – Magazine and TV journalists seeking contact Geachte heer Lennov, Hey Sam Ik werk als journalist voor het maandblad Menzo, en in functie daarvan stel ik u graag volgende vraag: kan ik u ergens zien, Met verstomming en met veel respect en interviewen? Ik begrijp dat u op uw privacy gesteld bent, maar ik kan interesse bekeek en las ik je webpagina’s! u garanderen dat indien we tot een akkoord komen voor een Het is nl zo dat ik reporter ben voor VTM. Nu wil interview, wij uw identiteit (adres, tel.nr., mailadres, …) zeker niet het toeval dat ik net voor een reportage op zoek zullen prijs geven. Ik ben best wel onder de indruk van uw kennis en ben naar verhalen en getuigenissen over leven visie op verschillende zaken, maar zou u toch graag wat concretere in de toekomst? Mag ik je hierover eens vragen willen voorleggen, zonder onze lezer ook maar enige duiding contacteren (telefoonnummer ofzo). Ik beloof te geven of u daadwerkelijk uit de toekomst komt of niet .. laten we absolute discretie en kijk uit naar je mailtje? het beschouwen als een open interview, reclame voor uw blog maar Thanks, nog veel plezier hier en nu en hopelijk wel in die mate dat we werken met vraag en antwoord. Bovenal: ik tot heel binnenkort. begrijp dat u geen foto’s uit de toekomst kan laten zien, maar u vermeldt wel enkele voorwerpen, die ik graag eens zou zien .. ik Morti hoop alvast dat u toch even over mijn voorstel wil nadenken, u kan mij altijd met een privé-nummer bellen op het nummer: 0496/xx.yy.zzz met vriendelijke groeten, Jorn

Reveal Phase – Sodexho endorsing the campaign – Admitting the claims made on the archiveonline.be site

Contact us EMAKINA Rue Middelbourg, 64A 1170 Brussels info@emakina.com www.emakina.com Tel : + 32 2 400.40.00 Fax : + 32 2 400.40.01

Viral Strategies Buzz Marketing

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Notes on slide 1

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