The document summarizes 5 viral marketing campaigns: 1) A Brazilian agency illegally auto-posted sexy videos to Facebook profiles to promote safe sex awareness, reaching over 1 million people before being blocked. 2) An Israeli anti-drug group used the new Facebook timeline to contrast lives with and without drugs to engage young people. 3) A Nivea cream campaign surprised a woman in Paris with a striptease flash mob performance from hidden cameras. 4) Kotex identified inspirational women on Pinterest and sent them personalized gifts, amplifying the campaign's reach. 5) Google unveiled Project Glass augmented reality glasses that provide turn-by-turn directions and allow video calls via a built-in screen

1. 5
10th April 2012

2. 1. Facebook Campaign Puts The ‗Viral‘ Into
Viral Marketing
To promote world aids day and encourage young people to practise
safe sex, an agency in Brazil, Quê Comunicação, ran what was a
brilliant (but unfortunately illegal) Facebook campaign. Posting two
videos on a popular youth station, one for men and the other for
women, the videos were designed to be sexy and alluring to both
demographics.
However, unbeknownst to those watching, the video was
automatically posted onto their wall for all their friends to
see, highlighting how HIV can spread without you even being aware
of it. As the video posted information onto people‘s walls without their
permission, Facebook blocked the campaign before the day ended,
but not before it reached over a million people.

3. 1. Facebook Campaign Puts The ‗Viral‘ Into
Viral Marketing
http://www.youtube.com/watch?v=yob2oZWKLBg&feature=player_embedded

4. 2. The Anti-Drug Timeline
The Israel Anti-Drug Authority were one of the first brands to really
take advantage of the new Facebook timeline feature. Their target
audience was young people aged 18-24 and they found that anti-drug
campaigns were getting stale and not breaking down the barriers with
the audience. With over 80% of their audience being regular
Facebook users, the social media approach was natural – but getting
people to engage with their page was the real challenge.
So they used timeline to show the contrast between a life with, and
without drugs.

5. 2. The Anti-Drug Timeline
http://www.youtube.com/watch?v=IZyDxTgHWfc&feature=player_embedded

6. 3. Nivea Surprise
Flash mob with a difference from Nivea for their Q10+ cream. It‘s aimed at
the female market and it sees one lucky lady in Paris pleasantly surprised as
a random selection of good looking men strip off especially for her.
It is a mashup of flashmob, theater, dance, block-party, and a fairytale
perhaps? They used ten hidden cameras to give the viewer a sense of being
there and seeing it all happen from a perspective of a passerby. They switch
back and forth between cameras giving it a dynamic that keeps the viewer
engaged. What made this flashmob stand out was how they used the
different stories to set it apart from the traditional flashmob model; how they
go from the man with the flower, to the joggers, officer, firefighters, then the
block-party, and finally the prince. The execution was a nicely thought out
storyline.

7. 3. Nivea Surprise
http://www.youtube.com/watch?v=Zx_CvQZ_xIw&feature=player_embedded

8. 4. Kotex – The World‘s First Pinterest Campaign
Kotex (Manufacturer of ―Female Products‖ ) launched the world‘s first
ever Pinterest campaign. They found 50 inspirational women on the
social site, learnt about them, and sent personalised gifts based on what
inspires them. The knock-on effect – pictures, up-dates, tweets and
more which reached way beyond the 50 women targeted.

9. 4. Kotex – The World‘s First Pinterest Campaign
http://www.youtube.com/watch?v=UVCoM4ao2Tw&feature=player_embedded

10. 5. Google Glasses
Project Glass — a pair of augmented reality glasses that seek to provide
users real-time information right in front of their eyes. The glasses are voice-
controlled, and offer GPS directions as well as email and video chat through
a built-in screen directly in front of a user's eyes.
The glasses layer information 'over' the world, and offer directions - as well
as allowing users to 'locate' one another in the real world, as with Google's
current Latitude system. Your eyes and voice do the all the interaction, but
the use cases (making calls, sending texts, getting directions, responding to
notifications, and so on) are very much like a smartphone you wear on your
head.

11. 5. Google Glasses
http://www.youtube.com/watch?feature=player_embedded&v=9c6W4CCU9M4