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It’s in the buzz ! analysis of a success story
Bryan LEVI  aka  levinator25 Age : 21
Bryan LEVI  aka  levinator25 Age : 21
Bryan LEVI  aka  levinator25 Age : 21 only 11 videos added on Youtube !
 
last video added = 4 months ago
EA SPORTS (Electronic Arts) Age : 26 Tiger WOODS (Eldrick WOODS) Age : 32
+
=
 
&
28th august 2008
 
EA SPORTS (Electronic Arts) Age : 26 Bryan LEVI  aka  levinator25 Age : 21
EA SPORTS (Electronic Arts) Age : 26 Bryan LEVI  aka  levinator25 Age : 21
30/08/2007 19/08/ 2008
30/08/2007 19/08/ 2008
30/08/2007 19/08/ 2008
1 year 30/08/2007 19/08/ 2008
« response » ? 30/08/2007 19/08/ 2008
not really  high  bandwidth 30/08/2007 19/08/ 2008
opportunism ? 30/08/2007 19/08/ 2008
28th august 2008
19/08/ 2008 Views: 1.383.113  http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
19/08/ 2008 21/08/ 2008 http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2   Views: 28,382  Views: 1.383.113  http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
19/08/ 2008 21/08/ 2008 23/08/ 2008 http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2   http:// www.youtube.com / watch ?v= AKcAbWeHgVY & feature = PlayList &p=C2D9CB12D0093F62&index=1   Views: 48,642  Views: 28,382  Views: 1.383.113  http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
as a result
spread feedback spread feedback feedback spread feedback
>> video added : 19/08/08 >> 21/08/08  (Google cached) 183.923 views 9 video responses 407 text comments
>> video added : 19/08/08 >> 21/08/08  (Google cached) 183.923 views 9 video responses 407 text comments >> 27/08/08 1.383.113 views  (x7,5) 42 video responses   (x5) 2.191 text comments  (x5)
>> 0 comment >> 0 comment 19/08/08    26/08/08 : +600 posts CGM only (via Blogsearch – any language) Req. :  ea youtube "tiger woods"
http:// www.viralvideochart.com / youtube /tiger_woods_09__walk_on_water?id=FZ1st1Vw2kY   434 blog posts another metric :
Bryan LEVI  aka  levinator25 what about  ?
>> video added : 30/08/07 >> 22/08/08  (Google cached) 178.829 views
>> 27/08/08  422.449 views >> video added : 30/08/07 >> 22/08/08  (Google cached) 178.829 views
conclusions
1. viral is not dead (yet ?)
2. CGM = source of inspiration for a growing part of advertisers
2. CGM = source of inspiration for a growing part of advertisers http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0   Added 18/08/08 1,047,891 views 802 comments 2. CGM = source of inspiration for a growing part of advertisers
http:// www.youtube.com / watch ?v=muP9eH2p2PI   Added 18/08/08 12,441,549 views 56,545 comments 2. CGM = source of inspiration for a growing part of advertisers
(…) 2. CGM = source of inspiration for a growing part of advertisers
3. EA SPORTS’ example  shows how a  viral video  should be considered as a  « starting point »  for a wider campaign   … not as a one shot
…  despite a decrease of the audience for the 2 other videos  http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2   http:// www.youtube.com / watch ?v= AKcAbWeHgVY & feature = PlayList &p=C2D9CB12D0093F62&index=1   Views: 48,642  Views: 28,382
4. CGM + Advertisers  =  « win-win »
+ PR Tiger Woods PGA Tour 08’ glitch  28th august 2008 30th august 2007 Tiger Woods PGA Tour 09’ LAUNCH EA SPORTS’ awarness EA SPORTS’ campaign BUZZ
>> video added : 30/08/07 >> 22/08/08  (Google cached) 178.829 views >> 27/08/08  422.449 views Bryan LEVI  aka  levinator25 x 8 >> 18/08/08  (source L.A. TIMES) 50.000 views
 
 
5. Tiger Woods too…
« Tiger Woods » :  Tiger  really   can  walk on water and hit a golf ball  « It's not a glitch. He's just that good »
6. EA Sports grabs sympathy
most of comments are enthusiastic  « Un bad buzz devenu good buzz grâce à la réactivité de la marque et son ouverture d’esprit » « Pretty brilliant, if you care for my opinion »  « Nice move, EA! » « Good job EA »  « I don't think I'd like the game and I certainly don't want to support EA sports, but the ad is just that good »  « EA just gained some points in my book »  « This is a great marketing strategy »
despite few doubts  Darren  6  days   ago   « I assumed that the whole thing was set up. That the 'Levinator25' video was manufactured, and the subsequent ad created as a response to it. That said, Levinator25 has been on YouTube for over a year, apparently. Mind you, EA could probably convince YouTube to manufacture an 'old' user account with enough cash. » « Simply awesome, but it is only a matter of time before someone gets upset because they think Tiger Woods is saying that he is on par with Jesus. »
7. last but not least…
hope that EA monitored its buzz with a company like Scanblog ;) note : I made this stuff on my own, not with Scanblog’s buzz-monitoring tool cause we didn’t know about this viral video before it was launched. To be efficient has a monitoring process we have to plug our software before the campaign. Just in case… ;)

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Levinator25 Vs Ea Sports

  • 1. It’s in the buzz ! analysis of a success story
  • 2. Bryan LEVI aka levinator25 Age : 21
  • 3. Bryan LEVI aka levinator25 Age : 21
  • 4. Bryan LEVI aka levinator25 Age : 21 only 11 videos added on Youtube !
  • 5.  
  • 6. last video added = 4 months ago
  • 7. EA SPORTS (Electronic Arts) Age : 26 Tiger WOODS (Eldrick WOODS) Age : 32
  • 8. +
  • 9. =
  • 10.  
  • 11. &
  • 13.  
  • 14. EA SPORTS (Electronic Arts) Age : 26 Bryan LEVI aka levinator25 Age : 21
  • 15. EA SPORTS (Electronic Arts) Age : 26 Bryan LEVI aka levinator25 Age : 21
  • 19. 1 year 30/08/2007 19/08/ 2008
  • 21. not really high bandwidth 30/08/2007 19/08/ 2008
  • 24. 19/08/ 2008 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
  • 25. 19/08/ 2008 21/08/ 2008 http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 Views: 28,382 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
  • 26. 19/08/ 2008 21/08/ 2008 23/08/ 2008 http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 http:// www.youtube.com / watch ?v= AKcAbWeHgVY & feature = PlayList &p=C2D9CB12D0093F62&index=1 Views: 48,642 Views: 28,382 Views: 1.383.113 http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
  • 28. spread feedback spread feedback feedback spread feedback
  • 29. >> video added : 19/08/08 >> 21/08/08 (Google cached) 183.923 views 9 video responses 407 text comments
  • 30. >> video added : 19/08/08 >> 21/08/08 (Google cached) 183.923 views 9 video responses 407 text comments >> 27/08/08 1.383.113 views (x7,5) 42 video responses (x5) 2.191 text comments (x5)
  • 31. >> 0 comment >> 0 comment 19/08/08  26/08/08 : +600 posts CGM only (via Blogsearch – any language) Req. : ea youtube "tiger woods"
  • 32. http:// www.viralvideochart.com / youtube /tiger_woods_09__walk_on_water?id=FZ1st1Vw2kY 434 blog posts another metric :
  • 33. Bryan LEVI aka levinator25 what about ?
  • 34. >> video added : 30/08/07 >> 22/08/08 (Google cached) 178.829 views
  • 35. >> 27/08/08 422.449 views >> video added : 30/08/07 >> 22/08/08 (Google cached) 178.829 views
  • 37. 1. viral is not dead (yet ?)
  • 38. 2. CGM = source of inspiration for a growing part of advertisers
  • 39. 2. CGM = source of inspiration for a growing part of advertisers http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0
  • 40. http:// www.youtube.com / watch ?v=FZ1st1Vw2kY& feature = PlayList &p=C2D9CB12D0093F62&index=0 Added 18/08/08 1,047,891 views 802 comments 2. CGM = source of inspiration for a growing part of advertisers
  • 41. http:// www.youtube.com / watch ?v=muP9eH2p2PI Added 18/08/08 12,441,549 views 56,545 comments 2. CGM = source of inspiration for a growing part of advertisers
  • 42. (…) 2. CGM = source of inspiration for a growing part of advertisers
  • 43. 3. EA SPORTS’ example shows how a viral video should be considered as a « starting point » for a wider campaign … not as a one shot
  • 44. … despite a decrease of the audience for the 2 other videos http:// www.youtube.com / watch ?v=YEcTMCdQL28& feature = PlayList &p=C2D9CB12D0093F62&index=2 http:// www.youtube.com / watch ?v= AKcAbWeHgVY & feature = PlayList &p=C2D9CB12D0093F62&index=1 Views: 48,642 Views: 28,382
  • 45. 4. CGM + Advertisers = « win-win »
  • 46. + PR Tiger Woods PGA Tour 08’ glitch 28th august 2008 30th august 2007 Tiger Woods PGA Tour 09’ LAUNCH EA SPORTS’ awarness EA SPORTS’ campaign BUZZ
  • 47. >> video added : 30/08/07 >> 22/08/08 (Google cached) 178.829 views >> 27/08/08 422.449 views Bryan LEVI aka levinator25 x 8 >> 18/08/08 (source L.A. TIMES) 50.000 views
  • 48.  
  • 49.  
  • 50. 5. Tiger Woods too…
  • 51. « Tiger Woods » : Tiger really can walk on water and hit a golf ball « It's not a glitch. He's just that good »
  • 52. 6. EA Sports grabs sympathy
  • 53. most of comments are enthusiastic « Un bad buzz devenu good buzz grâce à la réactivité de la marque et son ouverture d’esprit » « Pretty brilliant, if you care for my opinion » « Nice move, EA! » « Good job EA » « I don't think I'd like the game and I certainly don't want to support EA sports, but the ad is just that good » « EA just gained some points in my book » « This is a great marketing strategy »
  • 54. despite few doubts Darren 6 days ago « I assumed that the whole thing was set up. That the 'Levinator25' video was manufactured, and the subsequent ad created as a response to it. That said, Levinator25 has been on YouTube for over a year, apparently. Mind you, EA could probably convince YouTube to manufacture an 'old' user account with enough cash. » « Simply awesome, but it is only a matter of time before someone gets upset because they think Tiger Woods is saying that he is on par with Jesus. »
  • 55. 7. last but not least…
  • 56. hope that EA monitored its buzz with a company like Scanblog ;) note : I made this stuff on my own, not with Scanblog’s buzz-monitoring tool cause we didn’t know about this viral video before it was launched. To be efficient has a monitoring process we have to plug our software before the campaign. Just in case… ;)