Viral Advertising


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Credits: various sites on the net, webchutney's '69marketing'
- Abhishek

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Viral Advertising

  1. 1. Fwd: FW: cool ad
  2. 2. <ul><li>Fwd: irresistible offer </li></ul>
  3. 3. This little icon holds a lot of promise
  4. 4. Let’s see how it promises to give your brand maximum mileage…
  5. 5. <ul><li>Its' all about creating a BUZZ </li></ul>
  6. 6. <ul><li>A Buzz generates a highly intense and interactive form of word-of-mouth referral that occurs both online and offline </li></ul>
  7. 7. <ul><li>Word-of-mouth promotion is highly valued by advertisers because this form of communication has valuable source credibility </li></ul>
  8. 8. Why do you visit a restaurant for the first time? <ul><li>Advertising - 48 </li></ul><ul><li>Word of mouth - 114 </li></ul><ul><li>Curiosity - 93 </li></ul><ul><li>Read review about it - 12 </li></ul><ul><li>Food promotion - 06 </li></ul><ul><li>When probed deeper the general response was that curiosity and word of mouth were generated by reviews, advertising and the actual experience </li></ul>
  9. 9. <ul><li>A buzz is successfully created when the interactions are so intense that everyone is talking about the product or service </li></ul>
  10. 10. Check this out!
  11. 11. <ul><li>Google did no marketing , they spent no money </li></ul><ul><li>They created scarcity by giving out Gmail accounts only to a handful of &quot;power users&quot; </li></ul>
  12. 12. <ul><li>Others who &quot;lusted&quot; 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) </li></ul><ul><li>This manifested itself in demand being created by limited supply </li></ul>
  13. 13. The Result?
  14. 14. Today Gmail is believed to have 5,000,000 users
  15. 15. <ul><li> The cachet of having a Gmail account caused the word of mouth, rather than any marketing activities by Google </li></ul>
  16. 16. “ But Google is an internet-based company!!”
  17. 17. <ul><li>Let’s check out Virals which have been done by other industries </li></ul>
  18. 18. Automobile
  19. 20.
  20. 21. <ul><li> 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 </li></ul><ul><li> </li></ul><ul><li>Included was a &quot;documentary&quot; about the event, supposedly by faux film director Carlos Soto (who even had his own faux Web site) </li></ul>
  21. 22. <ul><li>The effort helped launch the entry-level luxury S40, which became a top-seller for Volvo last year </li></ul>
  22. 23. <ul><li>&quot;The whole idea was quite provocative and young,&quot; says Tim Ellis, global advertising director, Volvo </li></ul><ul><li>&quot;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&quot; </li></ul>
  23. 24. Entertainment
  24. 25.
  25. 26. <ul><li>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 </li></ul>
  26. 27. <ul><li>&quot;Since I couldn't go with the other regular marketing forms, I figured I would take a calculated risk with viral ,&quot; says DiCesare, Director- Global Xbox Marketing </li></ul><ul><li> &quot;It was a small portion of my overall marketing budget but had the potential to show great return on investment, if it worked” </li></ul>
  27. 28. <ul><li>The game tallied first-day sales of $125 million last November </li></ul>
  28. 29. The Blair Witch Project
  29. 31. Fast-food Chain
  30. 32. (
  31. 33.
  32. 34. <ul><li>Not since Forrest Gump has shrimp had the potential to create such a buzz </li></ul>
  33. 35. <ul><li>&quot;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 &quot; says Don Gates, director of marketing for Long John Silver's </li></ul>
  34. 36. Banking
  35. 37. <ul><li> </li></ul>
  36. 38. <ul><li> </li></ul>
  37. 39. Freebies
  38. 40. <ul><li>a great tool that helps create a conversation around a specific brand or idea </li></ul><ul><li> </li></ul>Viral Advertising
  39. 41. <ul><li>virals are compelling . they are informative and entertaining enough for the individual to consciously and by choice, pass them on to others </li></ul>
  40. 42. <ul><li>Viral advertising is getting BIGGER </li></ul>
  41. 43. RENAULT <ul><li>The French carmaker introduced its new version of ‘CLIO’ primarily through a viral launch </li></ul><ul><li>Publicis Net, the French interactive agency, created three short clips, which only appear online, supported with an online campaign and word-of-mouth </li></ul>
  42. 44. 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
  43. 45. <ul><li> Nokia created 'SNAKE OUTBREAK‘ at its gaming site ‘N-Gage’ to create buzz around its new colorful, fast paced </li></ul><ul><li>3-D avatar of the mobile game “Snake” </li></ul>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
  44. 46. <ul><li>a VIRAL answers one of the biggest marketing challenges faced by organizations today: </li></ul><ul><li>drawing the attention of an ADVERTISING SATURATED MIND </li></ul>
  45. 47. <ul><li>The power of the internet is </li></ul><ul><li>immense </li></ul>
  46. 48. <ul><li>It accounts for more than 10% of the total </li></ul><ul><li>ad expenditure in the US, UK </li></ul>
  47. 49. <ul><li>“ Ad execs love the internet because its audience is measurable, targetable and interactive ” </li></ul><ul><li>- Hilmi Ozguc, CEO, Maven </li></ul>
  48. 50. Cheers! [email_address]