Viral marketing is an intentional or unintentional strategy used to exponentially grow a brand, sales, or product through a phenomenon that encourages people to share a marketing message. There are five points to consider for an effective viral marketing campaign: 1) create value by giving away free products or services, 2) simplify the message to make it easy to replicate and share, 3) involve emotions like humor to engage people, 4) involve people by allowing interaction or engagement, and 5) acknowledge that success is not guaranteed as it depends on many prospects and investment. Examples that demonstrate these points include a doctored photo from the 2002 World Cup and the Zoozoos campaign from Vodafone India.

1. VIRAL MARKETING –
CURED!!
NIKHIL ADHLAKHA

2. VIRAL MARKETING – FOR PEOPLE

3. SO WHAT IS IT ACTUALLY??
Strategy
Tool
Phenomenon
All of the Above
Viral marketing is an intentional/unintentional
strategy/tool used for exponential growth of a
brand/sales/product of an organization which creates a
phenomenon that facilitates and encourages people to
pass along a marketing message

4. THE 5 POINT CURE
Things to be kept in mind

5. 1. CREATE VALUE
 Give away free stuff (Free email in
this case)
 Full version softwares, products(
ever tried giving an
iPhone!!), themes etc

6. 2. SIMPLIFY
 Make the message as simplae as
possible
 Make it simple to replicate (the
share button in facebook is too
good!!)
 Make it easy to access (no
logins, no email ids, no surveys
etc)
During the 2002 World Cup, a doctored photo appeared on the cover of
the British newspaper “The Mirror.” The photo depicted members of the
Argentinian defense with women’s handbags in front of a goal. The photo
instantly made the rounds on the Internet, ultimately becoming one of the
most shared photos of all time. Though the stunt was not a direct
marketing ploy of the FIFA World Cup establishment, the shared photo
helped to further heighten the already global prestige of the event.

7. 3. INVOLVE EMOTIONS
 The campaign should enhance the
emotions of a human
 Humour, suspense, greed, anger
etc
The zoo zoos were a big hit in India. Although it just told about the
services of vodafone, it expressed through humorous feelings. Now
there are official merchandise and fan clubs of zoo zoos!!

8. 3. INVOLVE PEOPLE
 Involve people where they can
interact or engage themselves
SUBSERVIENT CHICKEN from Burger King -
"Get chicken just the way you like it"

9. 5. NOTHING IS GUARANTEED TO GO
VIRAL!!
The problem is that nobody knows with certainty which campaign will
succeed, so finding a success is a numbers game requiring investment
in many prospects.
David Meerman Scott

10. REFERENCES & BIBLIOGRAPHY
• http://www.marketingterms.com/dictionary/viral_mar
keting/
• http://www.wilsonweb.com/wmt5/viral-principles.htm
• http://www.ignitesocialmedia.com/social-media-
examples/viral-marketing-examples/
• www.davidmeermanscott.com/.../Viral_Marketing.p
df