1. BSI Owning the World – Achieving Success with Word-of-Mouth Marketing
Marketing 2.0 Conference, Hamburg 2005

2. BSI
Join the conversation
MARKETING 2.0 CONFERENCE
www.marketing2conference.com

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. About Pocket Kingdom …

5. About Word of Mouth …

6. Designing for Word of Mouth…

7. By Genre …

9. Be Remarkable …

10. A Quick Aside …

11. Own thew0rld.com Tournament

12. Superconductors -
Our Building Blocks of Buzz

13. 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.

14. 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)

15. Marketing to Superconductors
“I’m gonna make
him an offer he
can’t refuse.”
Image © Paramount Pictures 2005.

16. Accelerating their
Experience...
Free N-Gage with Prepaid Phone Card
- No Activation Required!

17. Offering Status…
Top 10 Leaderboard – Own thew0rld.com

19. And Rewarding Friends…
Creative and media
were integrated with
the superconductor
marketing campaign.

20. How much impact
can a WOM
campaign have?
Before PK…
(11.6.2003)

21. After PK…
(26.11.2004)
The campaign
has not just
amplified
WOM, it has
transformed it!

22. 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.

23. 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