Viral Advertising

Fwd: FW: cool ad

Fwd: irresistible offer

This little icon holds a lot of promise

Let’s see how it promises to give your brand maximum mileage…

Its' all about creating a BUZZ

A Buzz generates a highly intense and interactive form of word-of-mouth referral that occurs both online and offline

Word-of-mouth promotion is highly valued by advertisers because this form of communication has valuable source credibility

Why do you visit a restaurant for the first time?

Advertising - 48

Word of mouth - 114

Curiosity - 93

Read review about it - 12

Food promotion - 06

When probed deeper the general response was that curiosity and word of mouth were generated by reviews, advertising and the actual experience

A buzz is successfully created when the interactions are so intense that everyone is talking about the product or service

Check this out!

Google did no marketing , they spent no money

They created scarcity by giving out Gmail accounts only to a handful of "power users"

Others who "lusted" for a Gmail account were at the mercy of these “power users” (cos’ the ONLY way you can get a Gmail account is, if you're invited by someone who already has one)

This manifested itself in demand being created by limited supply

The Result?

Today Gmail is believed to have 5,000,000 users

The cachet of having a Gmail account caused the word of mouth, rather than any marketing activities by Google

“ But Google is an internet-based company!!”

Let’s check out Virals which have been done by other industries

Automobile

http://www.youtube.com/watch?v=toD0WzAbb3I

The brand recognized for safe, conservative vehicles took a daring approach to marketing by presenting on the Web, Mystery of Dalarö , a contrived story about a small town in Sweden where 32 folks bought new S40s in a single day

Included was a "documentary" about the event, supposedly by faux film director Carlos Soto (who even had his own faux Web site)

The effort helped launch the entry-level luxury S40, which became a top-seller for Volvo last year

"The whole idea was quite provocative and young," says Tim Ellis, global advertising director, Volvo

"The unexpectedness of this very family-oriented, squeaky-clean brand doing something like this was interesting. People didn't really want to believe Volvo would do something like that"

Entertainment

ilovebees.com

The goal was to make the release of Microsoft's xBox video game Halo 2 as-big-an-event as the opening of a blockbuster movie

"Since I couldn't go with the other regular marketing forms, I figured I would take a calculated risk with viral ," says DiCesare, Director- Global Xbox Marketing

"It was a small portion of my overall marketing budget but had the potential to show great return on investment, if it worked”

The game tallied first-day sales of $125 million last November

The Blair Witch Project

Fast-food Chain

(http://www.shrimpbuddy.com/)

http://www.youtube.com/watch?v=-kzrVeh6oT0

Not since Forrest Gump has shrimp had the potential to create such a buzz

"Our new Popcorn Shrimp is a product that is going to appeal to a younger, hipper, on-the-go consumer. They're young; they're Web savvy; they have a great sense of humor " says Don Gates, director of marketing for Long John Silver's

Banking

www.danskebank.dk/film

cometoaxeland.com

Freebies

a great tool that helps create a conversation around a specific brand or idea

Viral Advertising

virals are compelling . they are informative and entertaining enough for the individual to consciously and by choice, pass them on to others

Viral advertising is getting BIGGER

RENAULT

The French carmaker introduced its new version of ‘CLIO’ primarily through a viral launch

Publicis Net, the French interactive agency, created three short clips, which only appear online, supported with an online campaign and word-of-mouth

Twix chocolate bars, which are quite a rage in the European market, came up with an interesting idea As a spoof on Alcoholics Anonymous, Twix launched TWIX EATERS ANONYMOUS The site claims to be a respite for those addicted to Twix, who refuse to part with their habit or share it with people

Nokia created 'SNAKE OUTBREAK‘ at its gaming site ‘N-Gage’ to create buzz around its new colorful, fast paced

3-D avatar of the mobile game “Snake”

There are free downloads, SMS and email links to spread the game. The creatively designed program helped Nokia advertise both the Game and its N-gage series of phones