Cisco launched the ASR 1000 Series Router in 2008 using an innovative virtual, visual, and viral online-only strategy. The campaign utilized various Web 2.0 technologies like videos, social media, games and interactive tools across platforms like Facebook, blogs, and Second Life to raise awareness of the new product among technical decision makers. The online approach aimed to position Cisco as innovative while increasing their online presence cost-effectively. The strategy's success in conveying the router's value and reaching the target audience technically would determine if the tactics were effective.

2. Agenda
1) Brief Introduction – Fernanda Rodrigues
2) Advantages, disadvantages, and Comparison – Alyssa White
3) Criteria – google doc. - Laura Lamberty and Tsering Shrestha.
4) Benefits of direct link to customers - Selina-Rachel Mendez.
5) Choice of tactics ? Top-down or bottom-up? Why? - Nireshan N

3. Cisco System Inc.
• 2008 - One of the worlds most
Cisco’s
Hardware
Software
Service
successful Technologies commpany
• Focus on networking
Solution
Internet
Collaborative
Video
Productivity
Service
Providers
Government
Focus
Individuals
Enterprises

4. Lauching the ASR 1000 Series Router
• When?
• 2008
• What is it?
• Launching the ASR 1000 Series
• Router: device that forwards data between computer network, determining the data
final destination. It creates an internetwork.
• Allow service providers and enterprises to manage the growing volume of resourcesintensive integrated data and voice and video in their network

5. Lauching the ASR 1000 Series Router
• Who?
• Suraj Shetty (VP world wide) challenged the team to do a different launching
• Len LuPriore (Marketing Manage)? Message and positioning Strategy
• LaSandra Brill (Manager of Web and Social Midia): lead the 2,0 and social
midia strategy
• What happened?
• Virtually, Visually, Virally - Green

6. Web 2.0 technologies
• What?
• “Allow users to interact and collaborate with each other in a social media
dialogue as creators of user-generated content in a virtual community, in
contrast to websites where people are limited to the passive viewing of
content”
In other words: blogs, video sharing, social network sites and mesh up
• When?
• Coined in 1999 by Darcy DiNucci
• Popularized by Tim O'Reilly at the O'Reilly Media Web 2.0 conference in 2004

7. “Eating its own food dog”
Virtually
Visually
• Only Digital midia channels
• Zero spending in Tv or
Magazines
• Heavy use of vídeo
• Interactive games
Virally
Green
• Virtual + visual would influence
the buzz in technologic users
• It will not create physical trash

8. Goals for Lauching Campaign
1. Increase Awareness and interest in the product among decision
makers and those who influence them
2. Create a cool facor – show the fun and human side of Cisco Systems
3. Deliver na online-only lauch that would build and sustain over time
4. Increase Cisco’s “share of voice” online

9. How?
Microsite
Social
Midia
Videos
Facebook
Community
Edge Quest
3-D
Second Life
Interactive
Web Tools
Blogs and
Forun
Online
Event

10. We need answers
• Would the plan be able to generate the appropriate reach among cisco’s
highly technical target audience and change perception of the midia and
the broader market?
• Will the tactics be able to effectively convey the value position for the ASR
1000?
• Are the portfolio of digital channels and tactics appropriate for the product
and the goals of the launch campaign?