BSI Owning the World – Achieving Success with Word-of-Mouth Marketing

Marketing 2.0 Conference, Hamburg 2005
BSI




         Join the conversation
  MARKETING 2.0 CONFERENCE
        www.marketing2conference.com
International Word of Mouth Marketing Conference
                                                  Hamburg, Germany
      ...
About Pocket Kingdom …
About Word of Mouth …
Designing for Word of Mouth…
By Genre …
Be Remarkable …
A Quick Aside …
Own thew0rld.com Tournament
Superconductors -
Our Building Blocks of Buzz
About Superconductors
1. Circuits where the
                                                                        I love...
About Resistance

                                               e
•Current =                                  anc
       ...
Marketing to Superconductors
                                   “I’m gonna make
                                   him an ...
Accelerating their
Experience...




         Free N-Gage with Prepaid Phone Card
         - No Activation Required!
Offering Status…




           Top 10 Leaderboard – Own thew0rld.com
And Rewarding Friends…
                         Creative and media
                         were integrated with
         ...
How much impact
can a WOM
campaign have?

Before PK…
(11.6.2003)
After PK…
(26.11.2004)
The campaign
has not just
amplified
WOM, it has
transformed it!
Campaign led to Huge Buzz
• GameSpy: “Best of
  2004” award, “the
  ultimate online game.”
• 1UP.com: “A daily
  addiction...
PK became the most played online game in
the N-Gage catalog

The Cost? Including
             •N-Gage product seeding
    ...
Owning the World – Achieving Success with Word-of-Mouth Marketing
Owning the World – Achieving Success with Word-of-Mouth Marketing
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Owning the World – Achieving Success with Word-of-Mouth Marketing

  1. 1. BSI Owning the World – Achieving Success with Word-of-Mouth Marketing Marketing 2.0 Conference, Hamburg 2005
  2. 2. BSI Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
  3. 3. International Word of Mouth Marketing Conference Hamburg, Germany 6-7 October, 2005 0wning the w0rld: A Case Study in Achieving Success With Word-of-Mouth Marketing Scott Foe Alexander Macris Producer, Games Group President & CEO Nokia Themis Group
  4. 4. About Pocket Kingdom …
  5. 5. About Word of Mouth …
  6. 6. Designing for Word of Mouth…
  7. 7. By Genre …
  8. 8. Be Remarkable …
  9. 9. A Quick Aside …
  10. 10. Own thew0rld.com Tournament
  11. 11. Superconductors - Our Building Blocks of Buzz
  12. 12. About Superconductors 1. Circuits where the I love WOW! flow of electric current is without resistance. 2. Influential consumers who conduct information We love WOW! without resistance throughout the word of mouth networks. Image © Krahulik / Holkins 2005. Used with permission.
  13. 13. About Resistance e •Current = anc Re sist Voltage / Resistance Cu rren t "More people are rejecting traditional sales messages, presenting the ad industry with big challenges.“ - The Economist (Jun 24th 2004)
  14. 14. Marketing to Superconductors “I’m gonna make him an offer he can’t refuse.” Image © Paramount Pictures 2005.
  15. 15. Accelerating their Experience... Free N-Gage with Prepaid Phone Card - No Activation Required!
  16. 16. Offering Status… Top 10 Leaderboard – Own thew0rld.com
  17. 17. And Rewarding Friends… Creative and media were integrated with the superconductor marketing campaign.
  18. 18. How much impact can a WOM campaign have? Before PK… (11.6.2003)
  19. 19. After PK… (26.11.2004) The campaign has not just amplified WOM, it has transformed it!
  20. 20. Campaign led to Huge Buzz • GameSpy: “Best of 2004” award, “the ultimate online game.” • 1UP.com: “A daily addiction.” • Penny Arcade: “An excellent game. The sleeper hit.” Creator traded his personal mobile phone for an N-Gage.
  21. 21. PK became the most played online game in the N-Gage catalog The Cost? Including •N-Gage product seeding •Creative development •Website development •Media purchase •Tournament administration… < $200,000 USD

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