I’m Alex!


            I’m Mirko!
we live here!
Yeah,
It’s a marketing
   best seller!
This is a fake
   cover!
Clan of Ninjas
presents
VIRAL-DNA              ©
the chemistry of viral marketing
How to design
contagious viral marketing campaign?
Virality
     =
Viral-DNA
     x
 Seeding
How to design Viral-DNA for a brand?
enjoyable / valuable
enjoyable: Diesel XXX
valuable: Nike Plus
But,
Think about the best viral things in the world...
GOD
SEX
MISTERY
LOVE
PETS
WAR
enjoyable or valuable?
Dove Evolution
meaningful




enjoable                valuable
Dove Evolution gives voice to women
1) meaning-ful
2) emotions
VIRAL
IS ABOUT
SOCIAL SHARING
OF EMOTIONS
robert plutchik
which emotions are more viral?
joy

                                     anger
                                     sadness

                            ...
3) chatarsis
Whopper Sacrifice
4) psycho-social relevance
a) universal emotions
Susan Boyle
b) cultural identity
Still Free - Ecko
How to design
contagious viral marketing campaign?
You need to identify a psycho-social tension
You need to give voice to it!
Tension

EMOTION

Catharsis
Conclusions?
BRAND AS SENSE PROVIDER
SUPPORTING
A MEANINGFUL PROJECT
thanks a lot
be ninja.
Mirko Pallera & Alex Giordano
strategy & creative director I Ninja LAB

           www.ninjalab.it
Viral Dna - The Chemistry of Viral Marketing
Viral Dna - The Chemistry of Viral Marketing
Viral Dna - The Chemistry of Viral Marketing
Viral Dna - The Chemistry of Viral Marketing
Viral Dna - The Chemistry of Viral Marketing
Viral Dna - The Chemistry of Viral Marketing
Viral Dna - The Chemistry of Viral Marketing
Viral Dna - The Chemistry of Viral Marketing
Viral Dna - The Chemistry of Viral Marketing
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Viral Dna - The Chemistry of Viral Marketing

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In this presentation, first performed in Paris at the Word of Mouth Marketing Conference, Mirko Pallera and Alex Giordano, founder of Ninja - the strategy & creative lab specialized in non conventional marketing and communication campaigns - give some of their insights of the new book about the Viral DNA of communication (coming out in english in 2010).

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Viral Dna - The Chemistry of Viral Marketing

  1. 1. I’m Alex! I’m Mirko!
  2. 2. we live here!
  3. 3. Yeah, It’s a marketing best seller!
  4. 4. This is a fake cover!
  5. 5. Clan of Ninjas
  6. 6. presents
  7. 7. VIRAL-DNA © the chemistry of viral marketing
  8. 8. How to design contagious viral marketing campaign?
  9. 9. Virality = Viral-DNA x Seeding
  10. 10. How to design Viral-DNA for a brand?
  11. 11. enjoyable / valuable
  12. 12. enjoyable: Diesel XXX
  13. 13. valuable: Nike Plus
  14. 14. But, Think about the best viral things in the world...
  15. 15. GOD
  16. 16. SEX
  17. 17. MISTERY
  18. 18. LOVE
  19. 19. PETS
  20. 20. WAR
  21. 21. enjoyable or valuable?
  22. 22. Dove Evolution
  23. 23. meaningful enjoable valuable
  24. 24. Dove Evolution gives voice to women
  25. 25. 1) meaning-ful
  26. 26. 2) emotions
  27. 27. VIRAL
  28. 28. IS ABOUT
  29. 29. SOCIAL SHARING
  30. 30. OF EMOTIONS
  31. 31. robert plutchik
  32. 32. which emotions are more viral?
  33. 33. joy anger sadness fear surprise Kelly School of Business - Indiana
  34. 34. 3) chatarsis
  35. 35. Whopper Sacrifice
  36. 36. 4) psycho-social relevance
  37. 37. a) universal emotions
  38. 38. Susan Boyle
  39. 39. b) cultural identity
  40. 40. Still Free - Ecko
  41. 41. How to design contagious viral marketing campaign?
  42. 42. You need to identify a psycho-social tension
  43. 43. You need to give voice to it!
  44. 44. Tension EMOTION Catharsis
  45. 45. Conclusions?
  46. 46. BRAND AS SENSE PROVIDER
  47. 47. SUPPORTING
  48. 48. A MEANINGFUL PROJECT
  49. 49. thanks a lot
  50. 50. be ninja.
  51. 51. Mirko Pallera & Alex Giordano strategy & creative director I Ninja LAB www.ninjalab.it
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