Develop Conference                                         Brighton, UK                                          11 July, ...
Contents•Who is he and where does he comefrom?•Fantastec & educational gamerevolution•Viral marketing, what is it?•Case: H...
Epilogue:                                       FinlandThe country with the most beautiful nature in  the world….
Finland….where yourmother is beautiful….
Finland…….and your father is rich.
Finland…      ….well, not really.   A small nation with limitedfinancial resources and extreme           conditions.
Finland…• This is how our staff lives
Finland…• The most typical reasons why an employee is absent  from work:  • Lazy  • Drunk  • Polar bear attack
Finland…• To be honest, Finland is a great country with very strong  ICT expertise, a well-managed society and a happy nat...
Fantastec& learning game servicePolar Heroes
Juha: Background •M. Sc., in Economics (Marketing) •BA, education     •Research: game- based     learning •Energetic innov...
Background:producer of humour content       •Humour magazines, sketch       TV shows etc       •Hilarious application for ...
Fantastec Ltd•A two-year-old company•Programming and creative talents pluseducation and business experts•Nominated the 3rd...
Fantastec:                                   Mission & passion!            Fantastecpowers children’s happiness           ...
Fantastec: Background       Ella, 4 years old
Problem?• Current educational  children’s games?• Boring...    ...
Solution?What if learning     met…      Fun! Adventures!
Fantastec presents:                                  Edutainment gaming revolution                               Polar Her...
Polar Heroes:                      3D MMO virtual world & rich                portfolio of fun, educational gamesWatch the...
Polar Heroes:                                            Play and learn!•The children are little Polar Hero andPrincess ca...
Learning analytics services   for parents and schools                  Teacher Owl
Does it work?                  93 % very interested                  93 % want to use                  (Reseach of 500 bet...
Does it work?                    ”Nice game!”         Rate of interest: 4,8 (scale 1-5, where 5”Really fun game”         ...
Testing principles
Viral marketing  What is it?Case: Fantastec
Traditional vs. viral marketing                    COMPANY•Traditional                         •Viralmarketing            ...
Viral marketing•“Marketing your business withthings that can get passedaround the Internet, such associal media and emails...
Viral marketing•Research: “Virality is driven bypsychososiological arousal. Content thatevokes high-arousal positive (awe)...
Viral marketing                         Case: Fantastec   How can you do marketing with a        budget of zero €/£/$?How ...
Starting point•Game developer and programmer needed•Problem: an unknown startup•Problem: Fierce competition for best talen...
Goals of marketing                                        campaign•Publicity for Fantastec•Raising awareness and interest ...
Recruitment campaign:                                        Action!•Job ad on Finnish employment office (very concervativ...
Content samples            1/3    •We wanted to    attach a picture of    a hard working    employee. We    couldn’t find ...
Content samples                                                2/3•We offer the support of a spineless organisation andmis...
Content samples                                              3/3•The truth was also revealed:•To the point! This company d...
What happened?
Humor portal  Naurunappula…http://naurunappula.com/536435•The first comments werewondering if it was a realjob or just a p...
A blogger translates it into                 English…
Advertising agencies              react…
Facebook and Twitter             buzz…
The press wakes up!  Dozens of articles       For example:       Second largest       newspaper       Aamulehti;       pri...
Tekniikka & Talous: a two-page article
Internet marketing conference:  Fantastec as a case example
Academic interest arises:                      Doctoral dissertation!“Unconventional employer brand  communication through...
So what?• Applications from several countries• Over 1000 applications for one job      • National record: the largest numb...
Fantastec brand                                               1/2• The Fantastec brand was built  • Humoristic, laid-back ...
Fantastec brand                                               2/2• Reputation still strong:  • COO search process: dozens ...
The craziness                                                      continues…– If it ain’t broke, don’t fix it– Game devel...
Viral marketing:                                          Summarizing• Company policy, culture, resources…• (media) relati...
That’s all, folks!    Fun is our business…and our business is FUN!    Ask for more and follow Fantastec:            Juha V...
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Fun viral marketing case of learning game startup Fantastec at Develop conference

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How to raise massive interest in a startup company? This presentation is a description of viral marketing and a case study of extremely successful viral marketing campaign that game company Fantastec planned and executed. The company made hilarious job ad which became internet phenomenon: the ad went viral on Facebook, Twitter and other social media and became a news article in several traditional media. As a result hundreds of thousands of people heard about Fantastec and the campaign generated so huge amount of applications (over 1000 for one job) that it made a national record. This viral marketing case was presented at Develop conference in Brighton, UK, July 2012, by Fantastec CEO Juha Väisänen.

Fantastec is revolutionizing the way children learn by game based learning. Fantastec powers children’s happiness and creates great value for parents and educators with fun and educational games. MMO (Massively multiplayer online) virtual world Polar Heroes is fun and educational game service for small children and families: While helping the game characters to grow as a Polar Heroes and Princesses, the kids also learn mathematics, languages, culture, nature and much more. The game service also includes analytics and feedback services. Fun for kids, beneficial for parent!

Read more at http://www.polarheroes.com/

Fantastec is located in Finland which is known for great games (for example Angry Birds), strong ICT expertise and excellent results on OECD’s PISA-tests: Finnish education expertise is the best on the globe. The Fantastec Crew is excellent combination of artistic, programming, education and business expertise.

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Fun viral marketing case of learning game startup Fantastec at Develop conference

  1. 1. Develop Conference Brighton, UK 11 July, 2012 Viral Marketing: How to raise massive interest in a startup? Juha Väisänen CEO, Fantastec Finland http://www.polarheroes.comhttp://fi.linkedin.com/in/juhavaisanen10 http://twitter.com/mr_Fantastec
  2. 2. Contents•Who is he and where does he comefrom?•Fantastec & educational gamerevolution•Viral marketing, what is it?•Case: How to get massive mediaattention and thousands of jobapplications for an unknown startup? Banker squirrel helps children to learn the value of money
  3. 3. Epilogue: FinlandThe country with the most beautiful nature in the world….
  4. 4. Finland….where yourmother is beautiful….
  5. 5. Finland…….and your father is rich.
  6. 6. Finland… ….well, not really. A small nation with limitedfinancial resources and extreme conditions.
  7. 7. Finland…• This is how our staff lives
  8. 8. Finland…• The most typical reasons why an employee is absent from work: • Lazy • Drunk • Polar bear attack
  9. 9. Finland…• To be honest, Finland is a great country with very strong ICT expertise, a well-managed society and a happy nation• OECD (PISA tests): The best education system on the globe• Several very successful game companies • Rovio, Digital Chokolate, Remedy, Supercell..
  10. 10. Fantastec& learning game servicePolar Heroes
  11. 11. Juha: Background •M. Sc., in Economics (Marketing) •BA, education •Research: game- based learning •Energetic innovator, marketer, humour producer, learning expert and much more! •Now combining all of those: CEO, Fantastec
  12. 12. Background:producer of humour content •Humour magazines, sketch TV shows etc •Hilarious application for the post of Bank of Finland’s Governor •Instead of a CV, attached was a service manual of Massey Ferguson tractor
  13. 13. Fantastec Ltd•A two-year-old company•Programming and creative talents pluseducation and business experts•Nominated the 3rd most attractiveFinnish ICT company at Zero 2 IPOventure capital Forum at Beijing, China(December 2011) Flying Sledge with rocket engine•Winner of Innovative Business Ideacompetition•Finalist of eEemeli, competition fordigital education innovations
  14. 14. Fantastec: Mission & passion! Fantastecpowers children’s happiness and creates great value for parents Kids Wiz Street and Math House with fun and educational games
  15. 15. Fantastec: Background Ella, 4 years old
  16. 16. Problem?• Current educational children’s games?• Boring... ...
  17. 17. Solution?What if learning met… Fun! Adventures!
  18. 18. Fantastec presents: Edutainment gaming revolution Polar Heroes: “Moshi Monsters* with IQ”*Comment by a local investor at Entrepreneur festival, London, Nov2011
  19. 19. Polar Heroes: 3D MMO virtual world & rich portfolio of fun, educational gamesWatch the trailer: http://www.polarheroes.com/ •Fun for kids, beneficial for parents!
  20. 20. Polar Heroes: Play and learn!•The children are little Polar Hero andPrincess candidates•Task is to help their characters to grow andgain fun skills and super powers•While playing children learn math, reading,behavior, general knowledge, languagesand much more
  21. 21. Learning analytics services for parents and schools Teacher Owl
  22. 22. Does it work? 93 % very interested 93 % want to use (Reseach of 500 beta user families, Omega Research ltd.)100% 93%90%80%70%60%50%40%30%20%10% 7% 0% 1 2
  23. 23. Does it work? ”Nice game!” Rate of interest: 4,8 (scale 1-5, where 5”Really fun game” is best) 100% of children wanted to continue 5 playing Polar Heroes Most interesting things: minigames, 4 4,8 pets, funny objectives and functions. (Qualitative Focus group research, Omega Research ltd.) 3 2 1 0 ”I could play this whole week”
  24. 24. Testing principles
  25. 25. Viral marketing What is it?Case: Fantastec
  26. 26. Traditional vs. viral marketing COMPANY•Traditional •Viralmarketing marketingfunnel funnel CUSTOMER
  27. 27. Viral marketing•“Marketing your business withthings that can get passedaround the Internet, such associal media and emails”•Traditional viral channels; wordof mouth (users, customers,influencers, media…)•Cost effective, yes!•Easy? Definitely…not.
  28. 28. Viral marketing•Research: “Virality is driven bypsychososiological arousal. Content thatevokes high-arousal positive (awe) ornegative (anger or anxiety) emotions ismore viral”•Feelings: Happiness, anger, laughter,love…•“See this cute baby seal? Buy ourproduct or it will be killed”•Things to take into account; shareability,media, audience, momentum, etc.
  29. 29. Viral marketing Case: Fantastec How can you do marketing with a budget of zero €/£/$?How can you get massive media attention for a startup?How can you get 1000 job applications for one job?
  30. 30. Starting point•Game developer and programmer needed•Problem: an unknown startup•Problem: Fierce competition for best talents (Rovioetc)•Problem: no money for recruitment campaign•But… We are not doing this with big bucks, we aredoing this with brains…and a big heart!
  31. 31. Goals of marketing campaign•Publicity for Fantastec•Raising awareness and interest amongpotential employees•Brand building: An energetic, talented andfun company – That’s Fantastec!
  32. 32. Recruitment campaign: Action!•Job ad on Finnish employment office (very concervative)web pages…job ad with a strong humoristic twist and reversepsychology •”Fantastec is a tired and grey game company. We are looking for village idiots and foolish daydreamers”…
  33. 33. Content samples 1/3 •We wanted to attach a picture of a hard working employee. We couldn’t find one so here is a picture of our office kitchen.
  34. 34. Content samples 2/3•We offer the support of a spineless organisation andmiserable bonuses like only slightly used bus tickets•You will get a Commodore 63 and internet connection, so youcan enjoy your work day on Facebook•Our morning meetings may be anaemic, but in return, teamgatherings include a sufficient amount of alcohol.•On Fridays, we leave work early, but we compensate this bycoming to the office later on Monday.•Work experience as a CEO of Rovio is a benefit.
  35. 35. Content samples 3/3•The truth was also revealed:•To the point! This company doesn’t need idle tweakers,but people with a great sense of humour and creativeinsanity•Show your spiritual potential by sending an application, aCV and a picture of your grandfather wearing his wife’sunderwear.•Please inform us about your desired amount of salad
  36. 36. What happened?
  37. 37. Humor portal Naurunappula…http://naurunappula.com/536435•The first comments werewondering if it was a realjob or just a parody ad•Then somebody sent anapplication and told othersthat he got a response
  38. 38. A blogger translates it into English…
  39. 39. Advertising agencies react…
  40. 40. Facebook and Twitter buzz…
  41. 41. The press wakes up! Dozens of articles For example: Second largest newspaper Aamulehti; print and online news article
  42. 42. Tekniikka & Talous: a two-page article
  43. 43. Internet marketing conference: Fantastec as a case example
  44. 44. Academic interest arises: Doctoral dissertation!“Unconventional employer brand communication through digital advertising. Insights into a startup company.”(Eeva-Liisa Oikarinen, Doctoral student, University of Oulu)
  45. 45. So what?• Applications from several countries• Over 1000 applications for one job • National record: the largest number of applications for one job• Altogether almost 2000 job applications• Dozens of co-operation inquiries• Articles in several Finnish newspapers• Now over 300 000 people know Fantastec
  46. 46. Fantastec brand 1/2• The Fantastec brand was built • Humoristic, laid-back and energetic people • An agile, joyful company • The core of brand image: That’s Fantastec! Fantastec Spirit!
  47. 47. Fantastec brand 2/2• Reputation still strong: • COO search process: dozens of excellent applicants; several executives of leading Finnish game companies • Interest among the media and financiers • Many co-operation possibilities
  48. 48. The craziness continues…– If it ain’t broke, don’t fix it– Game developer: • http://creacom.fi/fantastec-rekry-ilmoitus– COO: • http://jobs.igda.fi/job/124/kaupallinen-johtaja-coo-at-fantastec-oy/
  49. 49. Viral marketing: Summarizing• Company policy, culture, resources…• (media) relationships• Best practices• Plan (takes time!) • Consult experts • Goals? • Audience? • Main message, style and context? • Channels, media? • Organising: Who, what, why, when, what resources?• Test, iterate• Measure the results and learn
  50. 50. That’s all, folks! Fun is our business…and our business is FUN! Ask for more and follow Fantastec: Juha Väisänen CEO, Fantastec Ltd http://www.polarheroes.com http://fi.linkedin.com/in/juhavaisanen10 http://twitter.com/mr_Fantastec

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