1) Managed viral video campaigns require activating loyal audiences to spread videos intentionally rather than relying on organic sharing. Early examples like Mystery Science Theatre 3000 and South Park told fans to directly share and copy videos.
2) Short, digestible video content under 5 minutes works best for virality. Early viral hits like "Wassup" in 1998 showed videos need great creative ideas.
3) The Adzoomi platform launched in 2008 to connect advertisers, creators, and publishers to strategically distribute branded video content and incentivize sharing through social networks and a customizable video player.
Espresso is an integrated marketing agency that has been creating memorable online and offline experiences for clients like Samsung, Nike Bauer, Sprint, and the United Way for over a decade.
We call our “secret sauce” brand infiltration—a cost-effective blend of digital, social, experiential, and traditional marketing tactics designed to ignite conversations and fuel word-of-mouth and word-of-mouse.
Hi, it's nice to meet you.
http://brandinfiltration.com
Espresso is an integrated marketing agency that has been creating memorable online and offline experiences for clients like Samsung, Nike Bauer, Sprint, and the United Way for over a decade.
We call our “secret sauce” brand infiltration—a cost-effective blend of digital, social, experiential, and traditional marketing tactics designed to ignite conversations and fuel word-of-mouth and word-of-mouse.
Hi, it's nice to meet you.
http://brandinfiltration.com
Social Media Marketing Case Study - Heineken International SocialMedia8
Social media marketing program created by SocialMedia8 for Heineken International, earning massive attention and engaging 5 million people in 12 markets.
Discover more cases at http://www.socialmedia8.com/#/cases/caseoverview1
A sample media sales pitch and sponsorship proposal to Verizon on behalf of the creative agency of ESPN. This group project was undertaken as part of our Media Sales and Sales Management coursework at The New School, New York City.
At iris we have one of the most holistic global social media offerings in the industry. So we had our team share their expertise on all the main social channels out there right now, how best to use them, who’s on them, how their ads work and a checklist for how to approach them.
Kevin Keating is an accomplished Graphic Designer, Marketing Director and top Real Estate Sales Agent. His experience encompasses the worlds of finance, advertising and real estate. Having worked within Wall Street’s top firms including Morgan Stanley, BNYM, JP Morgan and VOYA (formerly ING), Kevin offers design solutions that are both innovative and strategic.
[Case study] Netflix steals the show with the 13-20 year oldDynvibe
One year after its French launch, Dynvibe has analyzed 30,000 conversations spontaneously posted on social media by French web users on the subject of Netflix. An opportunity to assess the impact of the strategy put in place by the platform and to study the profile of the community of the service’s follower. In May 2014, the world leader of the on-demand video service announced the opening up of its platform to French subscribers. On social media, this news generated an almost immediate buzz and extremely high expectations.
Umsl super bowl hastag strategy case studyPerry Drake
UMSL students were challenged by Professor Perry Drake to develop better hashtag usage strategies for 7 of the many brands that advertised during the 2013 super bowl. The goal being to engage the consumer with the brand and pull them into the second and third screen.
Any amount of money you spend on marketing should be treated like an investment because every dollar counts. So, how do you raise the relevance of your cause with the budget (even if it’s a small one) you have? On September 9th 2015, Julia McDowell, Vice President of Williams Whittle, joined us for 60-minute webinar to give you an in-depth look at how to mix traditional media and online media, like public service announcements (PSAs) and social, to gain access to powerful media like television and radio on a serious budget.
Social Media Marketing Case Study - Heineken International SocialMedia8
Social media marketing program created by SocialMedia8 for Heineken International, earning massive attention and engaging 5 million people in 12 markets.
Discover more cases at http://www.socialmedia8.com/#/cases/caseoverview1
A sample media sales pitch and sponsorship proposal to Verizon on behalf of the creative agency of ESPN. This group project was undertaken as part of our Media Sales and Sales Management coursework at The New School, New York City.
At iris we have one of the most holistic global social media offerings in the industry. So we had our team share their expertise on all the main social channels out there right now, how best to use them, who’s on them, how their ads work and a checklist for how to approach them.
Kevin Keating is an accomplished Graphic Designer, Marketing Director and top Real Estate Sales Agent. His experience encompasses the worlds of finance, advertising and real estate. Having worked within Wall Street’s top firms including Morgan Stanley, BNYM, JP Morgan and VOYA (formerly ING), Kevin offers design solutions that are both innovative and strategic.
[Case study] Netflix steals the show with the 13-20 year oldDynvibe
One year after its French launch, Dynvibe has analyzed 30,000 conversations spontaneously posted on social media by French web users on the subject of Netflix. An opportunity to assess the impact of the strategy put in place by the platform and to study the profile of the community of the service’s follower. In May 2014, the world leader of the on-demand video service announced the opening up of its platform to French subscribers. On social media, this news generated an almost immediate buzz and extremely high expectations.
Umsl super bowl hastag strategy case studyPerry Drake
UMSL students were challenged by Professor Perry Drake to develop better hashtag usage strategies for 7 of the many brands that advertised during the 2013 super bowl. The goal being to engage the consumer with the brand and pull them into the second and third screen.
Any amount of money you spend on marketing should be treated like an investment because every dollar counts. So, how do you raise the relevance of your cause with the budget (even if it’s a small one) you have? On September 9th 2015, Julia McDowell, Vice President of Williams Whittle, joined us for 60-minute webinar to give you an in-depth look at how to mix traditional media and online media, like public service announcements (PSAs) and social, to gain access to powerful media like television and radio on a serious budget.
Video is projected to be 84% of online traffic by 2018. That’s because video is engaging, and it’s also a
powerful tool for telling the story of your brand and your destination. Marla Johnson demonstrates how you
can convert an audience with the unique advantages of video marketing.
Welcome to the Program Your Destiny course. In this course, we will be learning the technology of personal transformation, neuroassociative conditioning (NAC) as pioneered by Tony Robbins. NAC is used to deprogram negative neuroassociations that are causing approach avoidance and instead reprogram yourself with positive neuroassociations that lead to being approach automatic. In doing so, you change your destiny, moving towards unlocking the hypersocial self within, the true self free from fear and operating from a place of personal power and love.
10. mystery science theatre Loyal Following and on new cable channel with no distribution, less than 5 million Households have Comedy Central in 1988 Writers create dialog for characters to ask viewers to copy videos and give them to their friends Producers eventually program into closing credits “Keep Making Tapes” Strategy Works, estimated that almost 1/3 of audience makes tapes and pass them along to friends Ratings grow, HH penetration doubles within 12 months 6
11. key learning from mst Creators and producers knew they had a loyal audience Is there anyone more loyal than Sci-Fi and Horror Fans? Key learning: find your most loyal customers and tell them what you want them to do. Your Advocates, your fans, your loyalists, your high affinity customers. Strategy: “Activate the Audience.” 7
12. south park case study – ‘95 Creators make a xmas card and circulate to friends and family online Makes its way to George Clooney, sends to agent eventually gets to MTV. Results in Comedy Central picking up show Most successful prime time basic cable show of all time. Increases HH penetration for network from 12 million to over 50 million within 12 months 8
13. key learning from south park Television producers were looking for satire as social commentary for programming, they believed that was their niche. South Park defines satire as social commentary. The network used South Park to expand their programming and audience appeal – Daily Show, Colbert Report, etc… Viral video must be ahead of trend. 9
14. WASSUP is so true Wassup Video first appears in 1998 online Distributed virally online to over 4 million people Brought to attention of August Busch who signs creator to produce “Budweiser True” Becomes the most recognizable advertising campaign in company’s history Runs for six years from 2000-2006 2008 Producers take back campaign and evolve it to a political video for Obama. Viral video must have great Creative. 10
16. top 10 viral vids of all time 12 Title Type Views Music Video Movie Campaign Music Video Music Video TV Show User Generated Music Video Music Video Movie Campaign Music Video 360,000,000 274,600,000 244,600,000 237,400,000 221,100,000 199,900,000 188,300,000 176,600,000 175,500,000 174,100,000 Soulja Boy: Crank That Twilight Beyonce: Single Ladies Mariah Carey: Touch My Body Susan Boule (Britain’s Got Talent) Jeff Dunham: Achmed the Dead Terrorist Leona Lewis: Bleeding Love Chris Brown: With You The Dark Knight Avril Lavigne: Girlfriend
17. what is ? Adzoomi is the first managed viral video platform that connects advertisers, creators, promoters & publishers within Social Media and beyond. 13
22. Now the consumer is the “message and the messenger”.Yesterday: Target 100 to Reach 1 Today: Target 1 to Reach 100 14
23. multifunctional flexible platform Flexible Video Player Viral Distribution Content Advertiser UGC Non Profits Video Reviews BRANDED CONTENT (Videos, Trailers & New Releases) Push & Pull Push the Activate Compensate Customizable Transactional Approvals Compensation Analytics platform Bebo, Friendster, Hi5 & Others 15
24. custom video player Advertisers program their Player in real time with 2 Call to Action Buttons that state the campaign objectives. Customizable Pre-Roll and Post-Roll Advertiser Controlled Your Campaign & Company Name Call to Action Button 2: Can be designated per each individual or product within a campaign. Call to Action Button 1 16
29. summary Viral is not organic. “Activate the Audience” Make sure your viral videos are on “Trend” Great Creative is essential Enable & foster viral propagation thru the ability to interact & transact Remember Less is More & Keep it Short And… 19
30. Thank you! For more information please contact: Mark Romeo adzoomi markromeo@mac.com 631-907-6008
Editor's Notes
Underscores the importance of MANAGED VIRAL -----the motivating, incentivizing and activating the audience to stimulate viralityvis-a-vi individuals and groups social networks that foster viral propagation. ----- GREAT FOR PROSPECTS and POTENTIAL INVESTORS.
The Three Elements Required for Successful Viral Video Campaigns Ensure that your Viral Video has great creative. If you are unsure about a videos quality, test it, internally and/or externally. Standard A/B testing will work fine. Ensure that your Video is on trend. Videos that are timely, that speak to current cultural themes, trends and items in the news will help to increase viral rate and speed. Larger cultural themes work best, if your scope is too narrow, you run the risk of being irrelevant too quickly (e.g. Swine Flu vs. DVR’s for example). Solicit support from your most loyal customers. Target high affinity customers and advocates to be involved in the campaign. You will learn many things from using your own customers, including the value and size of their social networks as well as their ability to promote effectively. Ensure you have the proper feedback loops in place for learning.
The Three Elements Required for Successful Viral Video Campaigns Ensure that your Viral Video has great creative. If you are unsure about a videos quality, test it, internally and/or externally. Standard A/B testing will work fine. Ensure that your Video is on trend. Videos that are timely, that speak to current cultural themes, trends and items in the news will help to increase viral rate and speed. Larger cultural themes work best, if your scope is too narrow, you run the risk of being irrelevant too quickly (e.g. Swine Flu vs. DVR’s for example). Solicit support from your most loyal customers. Target high affinity customers and advocates to be involved in the campaign. You will learn many things from using your own customers, including the value and size of their social networks as well as their ability to promote effectively. Ensure you have the proper feedback loops in place for learning.