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EMAKINA
Buzz Marketing & Viral Strategies and
                   Viral
                       Buzz Marketing
Strategies

Emakina Academy
Welcome

          Brice Le Blévennec
          President
          Emakina
About Emakina
 Emakina is the leading independent Belgian web agency.

 We offer the following integrated services
  –   creative consultancy and graphic design
  –   web development and IT integration
  –   e-business and strategic consultancy
  –   marketing communication services


 With an award-winning team of over +80 web experts,
 Emakina delivers state-of-the-art projects.
Some Emakina Customers
Selected Cases                         Viral Buzz

                                            !
   Volkswagen New Beetle

                                            !
   Volkswagen Polo Fox

                                       !
   Proximus Vodafone live!

                                       !    !
   Ugly Duck

                                       !    !
   Proximus 3G

                                       !    !
   Sprite Light Goblin + Goblin Blog

                                       !    !
   Jean Paul Gaultier
Today’s topic




         “Viral marketing is like
         succeeding in Hollywood:
         every actor wants to do it,
         only a few succeed.”
Case Studies




  Volkswagen Beetle
Volkswagen Polo Fox
Buzz

– A low, vibrating sound
– A particularly intense kind of Word of mouth
Buzz Marketing

  A term used in the marketing industry to
  describe activities that companies undertake to
  generate favorable word of mouth publicity
  about products and services
Initial Briefing
  Make some animation on the vw.be website to relaunch New
  Beetle Cabrio mini-site before the summer
The Idea
  Benefit from the notoriety of the quot;Yetiquot; game which was one of
  the largest buzz on the Internet in 2004
The Concept
  The goal is not directly hit the target
  but rather to create a rumor that can reach to the target
The Storyline
– The New Beetle Cabrio
  assists the penguins
  martyrized by the Yeti
– New Beetle Cabrio saves
  them and makes them
  rebounding on its capotte to
  the sea
– Positive wink ;-)
The Game
– Basic arcade game,
  easy to understand
– The more you make
  rebounds with penguins,
  the more you get points
– The more you save
  penguins, the more you get
  big points
The Game
– The game stops after
  having let 4 penguins
  falling on the floor or if
  you send your car to
  water
Design Approach
– Cartoon design
– Fresh interface
Excite the Players
  At the end of each part, the player will have the possibility to
  send by email a certificate (HTML format) attesting that he
  saved a certain amount of penguins
Excite the Players
  At the bottom of the certificate the address of the game with an
  invitation: quot;Defy your friends by sending them
  the address of the game!quot;.
Excite the Players
  A permanent table of high scores is posted on the first screen of
  the game in order to stimulate the challenge
Demo
A Few Figures
– 5.000 monthly single visits on the mini site
  before the game was launched


– 130.000 single visits on the mini site
   the month the game was launched

– 12.000 monthly single visits
   on the new beetle cabrio mini site today.

– 75.000 players have already registered
   their email address !
Campaign Appreciation
– Low cost promotion !

– Email sent to the 40.000 registered users
  of the VW e-News (www.vw.be/enews/)
– Bannering on the www.vw.be home page
– Bannering on quot;Play the Gamequot; site
– Emailing via quot;Play the Gamequot; list

– Word of mouth did the rest! What a buzz!
New Buzz Campaign in May 2005
– Volkswagen launch new Polo Fox

– 3 week prelaunch buzz & blog marketing campaign
– http://www.tonysheraton.be

– 2 month activation (interactive video) on Volkswagen website
– http://www.vw.be
Tony Sheraton – Chain mail

Message:

Hi Fred,

You told me once that I could count on you if I needed
     some help

Well, I think I getting where I want; I’m at the top!

I’m in super-form and my artistic feeling has never been
      better!

Could you ask the people you know if they have a job for
    me? That would be super!

I also have a website http://www.tonysheraton.be where
      they can find more info about me.

Tony S. (quot; yes, I’m keeping the name)
Tony Sheraton – Weblog
Billboard
Case Studies



  Vodafone live!
     Ugly Duck
   Proximus 3G
Context
– Proximus presents Vodafone live!
    – Summer 2004, from June 21 till July 22
    – Launch of Vodafone live!
      a new product from Proximus
    – Only for Proximus customers
Context
– Vodafone live! vs. WAP
    – Unique integration of exclusive
      multimedia services
         • Intuitive & enjoyable
           multimedia experience
         • Exclusive content:
           tones, games…
    – Customized handset
    # No more technology,
      but a real lifestyle proposition!
Context
– Why Internet in the media plan?

       TV spot
       TV spot youngsters
       Image postering
       Proximity postering
       Magazines
       Internet



    – Former e-campaigns show (pre/post tests) that “WAP-oriented”
      products generate good results online
    – The average Proximus.be user generates more revenues than the
      average Proximus customer
Context
The target: the “connected”
    – 61% female, 23% students, 18-35 years old
    – Motivation: Social talk, SMS
    – Main driver in their life: search (almost compulsive) to be loved and
      to be recognised through their social and family contacts
    – Characteristics: social, extravert, strongly focused on the “loved”
      ones (friends and family)




               “Connected are continuously in search of
             new ways to communicate, however they find
                 the current offer of multimedia services
               inaccessible in terms of user-friendliness”
Objectives
– Create awareness for Vodafone live!
– Reduce the technology perception by replacing it by a lifestyle
  proposition!
– Call-to-action to purchase a Vodafone live! handset/content
– Increase brand preference for Proximus through differentiation
– Increase leadership and innovation perception of Proximus
Key Message
– Intuitive and enjoyable multimedia experience
– Better relationships
– Vodafone live! offers more freedom to the users
Expectations
– The campaign must be…
   – Surprising
   – Impactful
   – Worthy of a leader


– … and should create
   – A hype, with a word-of-mouth effect
   – Contagiousness
   – A mix of “discovery” (make them want Vodafone live!),
     “interaction”, and “awareness”
   – A lifestyle experience!
Strategy
Webvertising, in line with the concept and objectives
– High visibility: 23.000.000 impressions
– Creative formats (1st ones in Belgium!)
– Exclusive partnership with Skynet (rebranding GSM channel)
– 2 waves
    – Awareness: discover Vodafone live!
    – Awareness + contest:
      play and win exclusive Vodafone live! handsets
Strategy > Emakina Approach

                                                      The strategy
The Vodafone live! offer


                                                      • P2P communication as
                                                        heart of the campaign
 1. Exclusive content
                           The message                • The handset/the
                                                        Vodafone live! menu as
                           1. Intuitive & enjoyable
 2. Lifestyle mode                                      “access point” + usage!
                               multimedia
                               experience             • Easy (!), fun, lifestyle, no
                           2. Better relationships      tech atmosphere: in line
 3. Customized
                           3. More freedom for the      with the target
 handsets
                               users
                                                      • Viral marketing as “part of
                                                        the game”
 4. For Proximus
 customers only
The Concept
“One day in your life with…”
   (how Vodafone improves your daily life)

                                   Scenario
    •   2 characters: a woman & a man
    •   We see them in different places during the day:
        each place/moment is to show the relevancy of Vodafone live!
    •   The final destination is a place of fun, colors, sounds and friends…
        # THE perfect opportunity to create viral…

                           Marketing description
    •   Catalogue view of the 4 pillars:
        tones, games, MMS, fun & info

                                  Handsets
    •   Description + call-to-action
Creative Approach
Awareness also means consistence & coherence
– Specific photo shooting for the website + webvertising
– Vodafone visuals for products to stay consistent
  with offline creatives
– Lifestyle:
  easy, fun, entertainment, user-friendliness
The Campaign
  – www.proximus.be/vodafonelive




Scenario:
the game/contest

Marketing
description

Handsets




Promote
Proximus
Marketing
description

° Presentation of
the Vodafone
live! experience &
services

° Description of
the 4 pillars

° High-level
presentation, to
stimulate traffic to
live.proximus.be
The handsets

° Presentation of
the 3 Vodafone
live! handsets

° Call-to-action to
live.proximus.be
The campaign
– Scenario: game/contest
     – Play our game to discover the Vodafone live! experience
     – Win exclusive Vodafone live! handsets
1   Conversations/
    interactions via   2           Different
        the handset
                           places/moments:

                              - Opportunities
                                  to discover
                                                 3        Final destination:
                               Vodafone live!

                                                     - Be together, share fun
                           - Questions for the
                                                          moments thanks to
                                      contest
                                                              Vodafone live!

                                                              - Gathering/
                                                       member-get-member
The campaign
– Scenario : game/contest
     – Play our game to discover the Vodafone live! experience
     – Win exclusive Vodafone live! handsets
1   Conversations/
    interactions via   2           Different
        the handset
                           places/moments:

                              - Opportunities
                                  to discover
                                                 3        Final destination:
                               Vodafone live!

                                                     - Be together, share fun
                           - Questions for the
                                                          moments thanks to
                                      contest
                                                              Vodafone live!

                                                              - Gathering/
                                                       member-get-member
The campaign
– Scenario : game/contest
     – Play our game to discover the Vodafone live! experience
     – Win exclusive Vodafone live! handsets
1   Conversations/
    interactions via   2           Different
        the handset
                           places/moments:

                              - Opportunities
                                  to discover
                                                 3        Final destination:
                               Vodafone live!

                                                     - Be together, share fun
                           - Questions for the
                                                          moments thanks to
                                      contest
                                                              Vodafone live!

                                                              - Gathering/
                                                       member-get-member
Ringtones
Mobile gaming
Photo/MMS
Fun & infos
Also …partners
Also … TV ad
The campaign
– Scenario : game/contest
     – Play our game to discover the Vodafone live! experience
     – Win exclusive Vodafone live! handsets
1   Conversations/
    interactions via   2           Different
        the handset
                           places/moments:

                              - Opportunities
                                  to discover
                                                 3        Final destination:
                               Vodafone live!

                                                     - Be together, share fun
                           - Questions for the
                                                          moments thanks to
                                      contest
                                                              Vodafone live!

                                                              - Gathering/
                                                       member-get-member
Key Figures
                                         160.000 visits
           135.000 unique visitors
                                     700.000 pages views


                                         60% Proximus
              26.000 participants
                                      40% non Proximus


   Viral effect                 Opt-in
        SMS: 65.000                  E-mail: 5.000

         MMS: 9.500                  SMS: 6.500
Why this campaign is good viral marketing

1.                                        2.
The viral function is                     The viral component happens on the
fully integrated in the campaign          same mode as the rest of the
                                          campaign
  •   Not just a “nice to have”
  •   But highly relevant…: a place to      •   Participants are busy playing with
      share, communicate and have               the handset since the beginning of
      fun…with friends                          the game: the target is “hot”…


3.                                        4.
Launch of a new and exciting product      An attractive content

  •   New product: curiosity & interest     •   The carrot: mobile phones to win
  •   Huge buzz and impact due to the           + free SMS/MMS
      whole campaign                        •   Fun and relaxing atmosphere
Objectives > Were they met?
! Create awareness for Vodafone live!
! Reduce the technology perception
    by replacing it by a lifestyle proposition!
!   Call-to-action to purchase a Vodafone live!
    handset/content
!   Increase brand preference for Proximus
    through differentiation
!   Increase leadership and innovation perception
    of Proximus



                                 # YES!
Case Studies



   Proximus 3G
Case Studies




  Find My Goblin
     Goblin Blog
Welcome

          Customer : Ides Ticket
          Marketing Manager Youth Brands
          The Coca-Cola Company

          Leading and coaching of Fanta and Sprite brand team
          Development of youth brand strategies and innovations




          Partner in charge : Brice Le Blévennec
          Executive Partner
          Emakina
Presentation




               Watch PPT


               Play Movie
Goblin as Carrier
– New icon
    – Sprite Goblin is the new product icon
    – Build a new communication platform around the
      Sprite Goblin
– Rationale
    – The goblin is a proprietary and likeable icon
      (completely weird, strange and unconventional
      but cool) that enables them to trust their abilities
      to make right choices.
    – It represents the unconventional and
      unexpected Sprite has in itself.
– Brand effects
    – astonishing, excentric, delirious, unexpected
    – trendy, modern, contemporary
    – cool, likeable
Sprite Goblin > Plan OST
Research                   Objectives         Strategy                    Tactics

•   No stand alone     –   Sprite light      Holistic plan to     Teasing
                           awareness         establish the        •  Buzz marketing
                                             Goblin as an
•   Link Goblin-                                                  •  Viral campaign
                                             unconventional
    Sprite             –   Goblin interest                        •  Wild postering
                                             and unexpected
                                                                  •  Guerilla
                                             Sprite light brand
•   Goblin Role                                                      marketing
                                             vehicle

•   Complicity                                                    Reveal
                                                                  •  PR campaign
                                                                  •  Sprite website
                                                                  •  Banner campaign

                                                                  Boost
Emakina Strategy > Campaign Phases
Teasing
   – Strange creature has been lost; call for help launched
   – People report sightings and photographs of the missing goblin to
     the website; the best ones published on the site
   – Websites, emails, blogs continue to relay this info, adding more
     credits to the facts
Reveal
   –     Young boy discovered a strange creature in his fridge
   –     Video ad in avant premiere on a website
   –     Everyone understands it is all about the Sprite light goblin
   –     PR campaign, “Strange News” fake newspaper
Boost
   – internet site + experiential marketing continue to relay exceptional
     and incredible news about the goblin and incite to pass the word to
     friends
Emakina Strategy > Campaign map

        TEASING              REVEAL                    BOOST


        Forums, blogs


           Friend’s
            blogs



          myGoblin               The                  SpriteLight.be
            site                Video                      site




        Street guerrilla                                Sampling




          The entire story stays online even after the reveal
                to make it a good read / extra promo
Sprite Goblin > Campaign Timeline
18             21             27                 3/2              11/2 14/2

 WK4 17-21     WK5 24-28                  WK6 31-04      WK7 07-11           WK8 14-18    WK9 21-25
GO copy site      Webcam
            email                                                 vid 1
                    Game                        email

                                                                                    No more updates
                     “Lost Goblin” site updates + story development



                                                                                    No more updates
                             Forum, blog promotion


                                                            Massive Bannering
     posters                                                              vid 2

                                   Street guerrilla
                                                                            Reveal www.sprite.be



                                                                          Awareness
Online Teasing
WEB                                     EMAIL
– Fake amateur site                     – Chainletters via email
– Mysterious photographs & movies       – ‘Keep Me Updated’ function
– Webcam recordings with shocking       – ‘Send to Friend(s)’ function
  element                               – Dissemination of top-topical
– Fake editorials                           manipulated photos
– Funny picture and email publication   PHONE
                                        – Mobile phone answering machine
                                        – Regular updates of site with new
                                            sightings, SMS, voice messages, ...
–   Creation of fake blogs on MSN,
    Skynet, Redbox and other            BTL
–   Fake discussion on major Belgium    – Wild Postering
    forums                              – Guerrilla Marketing
–   Purchasing Google keywords          – Poster for download
–   Continuous Blogging                 PR
                                        – Fake Newspaper
                                        – TV coverage: TMF, PlugTV
Like any
    other
“missing pet”




   CREDIBLE!
Semi-prof
                             design


                            Call for
  Supporting               assistance
   material



                                Mystery

      Email
    functions



   How to help
                           Shocking
                            video



Put up your                Emotional
own poster!                description



                  Sexy
                 Jessica
Sprite Goblin > Kick-off & Growing

CONTROLLED BLOGS                                                                         FIRST UNCONTROLLED BLOGS
                                                                                         PICKING UP THE STORY!
redbox                                        skynet
MAIN                                          MAIN
http://redbox.be/findmygoblin                 http://findmygoblin.skynetblogs.be/
SUPPORT                                       SUPPORT
http://redbox.be/ddave                        Awaiting approval


other                                         msn/spaces
SUPPORT                                       MAIN
http://homepage.mac.com/brice21/              http://spaces.msn.com/members/lostgoblin
http://www.brice.org                          SUPPORT
                                              http://spaces.msn.com/members/dendave

                                                                 http://www.findmygoblin.be

CONTROLLED FORUMS
GENERAL                                            FUN FORUMS                             STUDENT FORUMS
http://communication.skynet.be/index.ht            www.pureesoiree.be                     studiant.be
ml?or=menu_forum&l1=communication&l                zattevrienden.be                       …
2=forum&l3=home                                    (Insertions queued for publication)    (Heavily moderated)
Categories: old friends, blogs, lost&found,
animals, …
Sprite Goblin > Some SMS Collected
                                       - My name is izzy and i'm from new
                                       zealand. The goblin you are
  - on a retrouver ton goblin!! enfin on
                                       actually                  - Si tu ne retrouves
  la vu passé devant nous a
                                       looking for is mine. He used to goblin, j'en
                                                                 pas ton
  jambes! on y croyais pas! puis on a vu
                                       live with me back home. I ai un a adopter. Il
                                                                 won't
  ton affiche!! mon num c 049793                                 s'apelle
                                       give
  77836 www.skynet.be (+32 477 200xxx) hime back. HE'S MINE (+32 Bento. Mais il est
                                                                 473 21 xx
                                                                 liégeois. (+32 494 60
                                       46)
             Vergeet me nietjes laan 12 bus 14
                                                      - WHERE IS 82 xx)
                                                                  YOUR GOBLIN
             bij hermus (+32 476 89 06 xx)
                                                      ? (+32 486 24 07 06)

 - Lors d'une promenade au bois de la
                                                 - allright dude i found your
 cambre ma licorne a été effrayée
                                                 gonlin an i'm keeping him 4
                                                 me you're
 par 1 mvement ds 1 bosquet*elle est
 partie au galop,j'ai perdu sa
                                                 never gonna see his pretty
                                                 face again EVER (+32 486 94
 trace*peut_etre sont ils ensemble,cela
                                                 97 99)
 me semble une piste à
                                          - G vu un type verdatre
 exploiter*bonne recherche*appel moi si
                                          d'environ 80cm faire la
 tu as des informations*joannie
                                          planche dans la meuse
 (+32 485 27 10 xx)
                                          sous le pont d arches mais g
                                          t saoul (+32 496 35 89 xx)
     - - FOUND HIM! WHAT ABOUT
     REWARD? (+32 478 57 53 xx)
Sprite Goblin > Some emails collected
   Bonjour , Je suis sorti hier soir au bowling a                Salut Monsieur,
   Libramont puis dans une boite a bertrix , je pense
   avoir aperçu le goblin sur le bord de la route.               Depuis que j'ai vu votre affiche, près du cimetière
                                                                                                                              voila j'ai peut etre trouvé
   C était sur la route entre bertrix et libramont!!!!!!!!       d'ixelles, je suis à la recherche de votre goblin...
                                                                                                                              quelque chose qui pourrait
   J ai pris peur ne sachant pas si c'était un goblin            Malheureusement, je ne l'ai pas encore
                                                                                                                              t'interresser. Ton goblins
   apprivoisé ou non , je ne me suis donc pas                    trouvé...Souvent, j'ai eu l'impression de le voir...un peu
                                                                                                                              aurait apparement décidé de
   arreté.....                                                   qcomme quand vous êtes amoureux, vous voyez ?
                                                                                                                              faire un jeu pc.
   Je vais afficher sa photo dans toutes les                     Vous avez l'impression de voir votre seconde un peu
                                                                                                                              a+
   ardennes belge...                                             partout mais, c'est rarement elle, vous voyez ?
                                                                                                                              ciao et bonne continuation
   J espere que ça portera ses fruits . Bonne chance
                                                                                                                              dans tes recherches
   on est tous avec toi!!!!!!!!!!                                Soit...
   François Vanorm
                                                                    Je continue mes recherches mais y aurait-il quelque
    (Ps :Si tu mets mon mail sur ton site merci de                  chose de familier qui pourrait l'attirer ? Je ne sais pas,
    corriger mon orthographe )                                      comment l'appeliez-vous dans l'intimité ? Avait-il un
Suis toujour dans une grande vile                                   surnom, un prénom, voire même un nom ?
en Bèlgik                                                           Pour l'instant, quand je l'appelle, je crie quot;GOGOGO,
Il pleut baucoup mais je vais bien                                  GOBLIN...quot; mais personne ne me répond; excepté
ne t'inquiete pas                                                   mes voisins qui commencent à en avoir marre (et qui
                                                                                          Je comprends parfaitement la situation et je vous exprime
                                   trop rigolote l'idée juste pour le fun je valide nuisance sonore, les cons !!!)
                                                                    m'ont attaqué pour toute ma sympathie concernant la disparition de votre
je t'envoi des photos des que je                                    ...d'ailleurs, même au cachot, les gardiens m'ont dit
                                                                                          gobelin.
peux
                     Je tiens à retrouver votre Goblin, regarder ds ta cave de disquequot;...auriez-vous de cela quelques jours, mon troll des Alpes
                                   mais a tu penser a mais j'aimerais
                                                                    quot;de changer           Sachez qu'il y a éventuellement
                     savoir dans quelpeut être chez ta petite amie
                                   ou coin vous habitez, le goblin disque à me proposer aussi disparu. Si vous retrouvez votre gobelin, peut-
                                                                    un                    a lui ?
PS: pardon pour le verre.
                     sûrement pas dû trop s'éloigner de l'endroit où il                   être pourriez-vous lui demander s'il n'a pas des nouvelles
                                   quoi qu'il en soit que le dieu des goblin soit avec toi votre recherche. Je peux
                                                                    Merci et bonne m****de mon Poupou (c'est le nom de mon troll). Il est grand, a
                                                                                           dans
                     habitait...
                                   adios amigos et que ton but imaginer ce quelle quque de perdre un tel être et je
                                                                    soit atteint que c'est il soit
                                                                                          un caractère de cochon et ne mange que des bananes
                     Sinon, ce site, c'est juste un délire ou c'est autre souhaite corage et persévérance. la confiture qu'il accompagne de sodas
                                                                    vous                  écrasées avec de
                                                                                          au cola, pour ne pas citer de est venu un soir
                                                                                                                       Il marque.
                     chose ? Parce que payer un nom de domaine pour
                     retrouver un goblin... c'est un peu gros :) A bientôt,                                            nous aider à battre
                                                                                          Bonne chance.
                                                                                                                       des elfes noirs en jeu
                                                                                          Tamara
                                                                    Nicolas PETIT                                      de rôle!!!:) Puis, il est
                     Bien à vous.
                                                                                                                       reparti comme il est
                     Franck.
                                                                                                                       venu....
Some blogs messages collected
Sprite Goblin > Additional Blogs
Sprite Goblin > Spreading the Word
                                                 Receivers
                           B4

                  B3
                                                       B2

                                                             B1
                                          B1



                 A3
                                                      A3
                                A1




Friends of       A
                  4
                                     A2

                                                        4
receivers                                              A




                                                                  Offliners
                                               Believer #A
                                                has blog
              Supporters
Banners
Results vs Expectations
Some Figures
                                         Viral Campaign   Sprite Site
 Running time                                   6 weeks    8 weeks
 Unique Visitors                                120’971      55’220
 Visits                                         141’448      62’381
 Page views                                     448’831     101’806

 Emails sent from site                          10’140
 Opt-ins                                         2’582
 Spontaneous people contributions
    (mails, stories, pictures, videos)             493
Success Ingredients
– Huge fun, new & intriguing factor
– Creative copy writing and visuals
– You should be original when forwarding to friend
– Easy to forward
– Offline and online integration
– Emotional story
– Energy and drive of posters/bloggers is crucial
  Selected and motivated underground posters
  working day and night
– Credible look&feel (professional amateurism)
  Rumour should be believable:
  people are credible, corporations not
Goblin Blog
– Starting 6 june
– GoblinBlog.be
Launch Video
– MPEG Video
Goblinblog - top topical Roland Garros
Goblinblog - top topical Star Wars 3
Goblinblog - top topical Werchter
Goblinblog - stars and jokes
Goblinblog

... hundred more posts
... and 3 newsletters sent

Results
     -    20.000 unique visitors
     -    Average visit length: 19 min.
Case Studies



     Ugly Duck
Content of this document
–   Strategy & concept
–   The teasing phase
–   The reveal phase
–   Emakina’s conclusions
–   Appendixes
1. Strategy & concept
1. Strategy & concept
      – Strategy: a campaign with two phases
          – Be the first on the market while not revealing the offer

1. Teasing phase                       2. Reveal phase

  ° Only brand                            ° Full commercial offer
  awareness:                              ready online
  logo & name only

  ° Only reactive PR                      ° PR starts

  ° Objectives:                           ° Objectives:
  => Create curiosity                     => Visibility
  => Be the first                         => Trial
  (vs. Simyo)
1. Strategy & concept
       – Creative approach by Emakina:
1. Teasing phase                2. Reveal phase

  ° Message:                      ° Message:
  the “no frills” aspect          focus on main offer
  is the entry point              features

  => No mention of                => Simplicity
  offer
                                  => Quality
      => “By choosing
      Levis, you are              => Price
      smart”
2. Teasing phase,
by Emakina
2. Teasing phase
–   Creative concept
–   Campaign map
–   Creatives
–   Viral effort
–   Results
2. Teasing phase: creative concept
                                       Pas de
– Pas de chichi:
                                       chichi!
    – Short & dynamic video sequences,
                                        (fr)
      in a funny & ironic
     atmosphere
   – Different situations
     where some people
     should better have used
                                            Geen
     less frills…
                                           tralala!
   – Each film is signed with the
     Levis logo + the following tagline:
                                             (nl)
     “Pas de chichi !”
2. Teasing phase
–   Creative concept
–   Campaign map
–   Creatives
–   Viral effort
–   Results
2. Teasing phase: campaign map


                Text ads             Viral effort
               on Skynet                 by
                 & MSN                Emakina


                        Pasdechichi.be /
                         Geentralala.be
                           minisite



See/download      Viral: send                         Goodies
                                      Opt-in:
 the movies     them to friends                     (see further)
                                    possibility
                                   to be warned
                                     of reveal
2. Teasing phase
–   Creative concept
–   Campaign map
–   Creatives
–   Viral effort
–   Results
2. Teasing phase: creatives



                              This is the homepage of
                                     the minisite
People had the
possibility to see or
download the three
      movies
To enhance the viral
          aspect:
- The films were signed
with “Pasdechichi.be”
- The possibility was
given to forward the
films to friends
To enhance the viral too,
   people could invite
 friends to visit the site
People also had access
 to different goodies:
  here the wallpaper
People also had access
 to different goodies:
  here the “manifest”
The possibility was given
 to opt-in & be warned of
         the reveal
And finally, the FAQ
section had also be
  made “uglier”…
2. Teasing phase: creatives
– Apart from the minisite, the advertising formats:

    – The following slides contain the “text ads” that had been placed on
      Skynet.be & on MSN.be to promote the teasing minisite

    – The choice had been made to use text-only format to stay
      consistent with the underground strategy of UglyDuck
The first presence on
MSN was with a simple
   text link on the
      homepage
Then, on the Hotmail site
Then, within the
Messenger window
On Skynet, there were
three different places, all
    on the homepage
2. Teasing phase
–   Creative concept
–   Campaign map
–   Creatives
–   Viral effort
–   Results
2. Teasing phase: viral effort
–   Broadcast to different e-mailings
    lists:
     –   “Brice site of the day”
     –   Other Emakina
         opt-in lists
2. Teasing phase: viral effort
         – Research network:
                  – Find first echelon of target traffic sites:
                    write the editorials & directly access the videos
                       • Forums: Studiant.be, Skynet forums, blogs…
                       • Funny sites: pureesoiree.be, zattevrienden.be
                  – Find second echelon:
                    sites that help people to find the promotional material & increase
                    references
FR (80-sites)                    NL (70-sites)                  EN (50-sites)
accrodelire.com                  1001moppen.be                  afunworld.com
atoutcoeur.com                   bigfun.be                      allfunnypictures.com
drole-video.com                  bulletinboardforum.com         ...
…                                coolegames.com                 unoriginal.co.uk
zone-humour.com                  ...                            workcanwait.co.uk
zonehumour.com                   studiant.be                    wowfunny.com
zwatla.com                       supergame.be
2. Teasing phase: viral effort
–   Create site accounts and start posting:
     –   http://www.zattevrienden.be         rademakd/********
     –   http://www.pureesoiree.be           david_rademaker@hotmail.com/*********
     –   http://www.alldumb.com              rademakd/***************
     –   http://www.uniquepeek.com           david_rademaker@hotmail.com
     –   http://www.pricelessfunnypictures.com/
     –   http://www.studiant.be/forum        rademakd/*****
     –   http://www.lachspieren.be           rademakd/*******
     –   http://www.prettig.be               rademakd/*******
     –   http://www.flabber.nl               rademakd/**************
     –   http://www.collegehumor.com/         rademakd/*******
     –   http://www.noodingang.be/            rademakd/*******
     –   http://www.bigfun.be/               rademakd/*******
     –   http://www.dikkezever.be/dikkezever/index.aspx
     –   http://www.wzl.be
         david.rademaker@gmail.com/rademakd/****************
2. Teasing phase: viral effort
                       – Insertion & activation: forum posts
                               – We maintained a diary to keep track of what posts were when
                                 inserted (to avoid duplicates). Editorials and promotional texts were
                                 custom adapted to the style of the site in order to increase the
                                 changes of acceptance:

28/07/2005   www.pureesoiree.be      NL   submit   griffe_nl.swf   Dude, don't pimp my car (link) Bald guys should NOT try to pick
                                          form                     up chicks…



28/07/2005   http://www.studiant.b   NL   submit   strip_nl.swf    Zoals ze in 't Engels zeggen quot;Is that a gun in your pocket or are
             e/forum                      form                     you just happy to see me?quot; - (link) - 't Zal wel weer een of
                                                                   andere reclame zijn maar toch goed gedaan…




                               – Insertions of certain material were followed-up by insertions of other
                                 material. This allowed us to be present at many fronts with a variety
                                 of material
2. Teasing phase: viral effort
– Insertion & activation: funny sites
2. Teasing phase: viral effort
– Emails to webmasters
   – Mails were sent to various webmasters to convince them to pick up
     leads. Webmasters are always on the lookout for new original
     material and catchy headlines
   – We assisted them in this
     by suggesting headlines
     and matching captions
   – Close to a hundred
     webmasters were
     contacted like that
2. Teasing phase: viral effort
– See also appendix 1: mention/review of the teasing phase on
  (e-)marketing sites/blogs
2. Teasing phase: viral effort
–   Even after the launch…
2. Teasing phase: viral effort
–   Even after the launch…
2. Teasing phase
–   Creative concept
–   Campaign map
–   Creatives
–   Viral effort
–   Results
2. Teasing phase: results
– Quick facts:
    –   Total traffic:             216,574 unique visitors
    –   Before product launch:     102,212 unique visitors
    –   Highest day peak:          22,025 (Sunday, July 31)
    –   Language ratio:            NL 57% - FR 43%
    –   Number of video views:     +/- 275,000 (all videos)
    –   Peak on number of links:   +/- 250
2. Teasing phase: results
– Comparison webvertising vs. viral: (*: see next slide)
    – Overall figures:
         • Paid bannering:                 73,144 visits (33%)*
         • Viral traffic:                  143,430 visits (66%)


    – Before product launch:
         • Paid bannering:                 73,144 visits (60%)*
         • Viral traffic:                  47,843 visits (40%)


    – Within identified top-5 referrers:
         • MSN-Bannering:                  25% of referred traffic
         • Skynet-bannering:               10%
         • Main posts & stimuli:           65% of referred traffic
2. Teasing phase: results
– Note on accuracy:
   – Reported unique visitors/visits numbers are guaranteed minimums
       • In reality, one can add 10-20% to compensate for proxy caching effects
         (i.e. large corporations frequently surf from a single IP address and all
         employees count as 1 visitor)
   – Missing referrer data
       • We can not independently confirm (via our referencing counter) the
         numbers as reported by MSN/Skynet but we accept them
       • Normally we can confirm these numbers with an error range of about
         10% but here it seems to be more like 75% # can be result of counting
         scheme at media reps
2. Teasing phase: results
– Cost efficiency report:

    – Classical bannering will always be necessary to support a campaign
      but it does not make or break a campaign

    – Here, the quality of the viral campaign had a far more important
      effect than bannering

    – Some figures for costs per click
         • Bannering: 20K ! / 73K clicks # 0.27! / click
         • Viral promotion: 7.5K ! / 143K clicks # 0.05! / click
         • Efficiency of viral vs. bannering: x5!!
3. Reveal phase,
by Emakina
3. Reveal phase
–   Creative concept
–   Campaign map
–   Creatives
–   Results
3. Reveal phase: creative concept
– Message focusing on:
   –   Quality/reliability
   –   Simplicity
   –   Fair price
   –   In the “ugly & bad” tone of voice of the brand
   –   All this is a 100% consistent design
3. Reveal phase
–   Creative concept
–   Campaign map
–   Creatives
–   Results
3. Reveal phase: campaign map

  Geentralala.be:         Bannering
    no content            on Skynet
     anymore,              & MSN
becomes a redirect
  to UglyDuck.be

                                      UglyDuck.be
Opt-ins from teasing
 phase have been
 warned by e-mail
                                         Page where to
                                         see/download
                                          the movies
Geentralala.be/pres:
  page for press
3. Reveal phase
–   Creative concept
–   Campaign map
–   Creatives
–   Results
3. Reveal phase: creatives
–   The redirect page on
    Pasdechichi.be:
This e-mail was sent to
opt-ins from the teasing
          phase
The press had access to
   this page (LG&F)
On the homepage of
  UglyDuck, a link was
placed to see the movies
This time, the movies
  were signed with
   “UglyDuck.be”
3. Reveal phase
–   Creative concept
–   Campaign map
–   Creatives
–   Results
2. Teasing phase: results
– Further role of viral in traffic generation (via teasing site):
    – Total traffic:                   216,574 unique visitors
    – Before product launch:           102,212 unique visitors
3. Reveal phase: results
– E-mailing to opt-ins from teasing phase:
3. Reveal phase: results
– Webvertising (figures from DAD):

                                                                                             Best CTR
                                                               Imp.                   CTR
         régie            site                                            Clicks              DAD for  CTR real
                                                              Reçues               benchmark
                                     Format                                                  Proximus
     MSN         MSN HP              IMU                      1.038.756    4.010        0,4%      0,6%     0,4%
                                     Leaderboard                524.266    2.978       0,16%     0,4%     0,6%
                                     Leaderboard expandable     714.161   36.475       0,29%     3,3%     5,1%
                                     Overlayer                  160.605    8.805       2,18%    13,8%     5,5%
                 MSN entertainment   Skyscraper expandable      192.057    1.525       0,29%     1,7%     0,8%
                 Messenger           Mini banner 18-34        2.915.647   17.029        0,5%     1,2%     0,6%
     MSN Total                                                5.545.492   70.822                          1,3%
     Skynet      Skynet HP    IMU                     414.260  2.459                    0,4%     0,6%     0,6%
                              Leaderboard             114.234    603                   0,16%     0,4%     0,5%
                              Skyscraper              175.581    342                   0,23%     0,4%     0,2%
                              Skyscraper expandable   628.949  1.533                   0,29%     1,7%     0,2%
                   Skynet ROS Skyscraper              190.036    380                   0,23%     0,4%     0,2%
=>   Exceptional high resultsSkyscraper FREEEmakina1.547.153 3.172
                               thanks to             creatives!!                       0,23%     0,4%     0,2%
      Skynet Total                                  3.070.213  8.489                                      0,3%
      Grand Total                                   8.615.705 79.311                                      0,9%
4. Emakina’s conclusions
Prelaunch                                        Launch                                  Post-Launch

Teasing campaign                           Internet website visits                        Calling behavior
Viral marketing                            Contracts/sales                                Customer profile

! Channel Visibility                       ! Sales                                        !Consumer Behavior

       !# of visits to partner web sites             !Sales per gross-gain                      !Age
       !CTR (Click Through Rate) *                   !Sales per swap                            !% of voice
       !# of videos downloaded:                      !Sales per Port-in                         !% of SMS
       +/- 275’000                                                                              !Frequency of Reload
       !# of videos forwarded via site     ! Channel visibility                                 !Amount of Reload
       +/- 2500 people did send video to                                                        !% of Free Minutes used
       friends via site                              !External
       (number of recipients: unknown)                      !# of people seeing banners
       !# of inscriptions                                   !# people clicking on
                                                                                                      Via our
       +/- 2000 people wanted to be                         banner
       informed of reveal/follow-up                         !# of visits (CTR**)                   tracking tool
                                                     !Internal
                                                            !# of pages visited
                                                            194,680 visits
                                                            !# of visits converted into
                                                            contracts
              Via ourfigures could
              These tracking tool
                                                            !% of
              be answered via our                           French/Dutch/English
                  tracking tool                             visitors
                                                            57% NL vs. 43% FR

*Webvertising only with text link on       **the CTR will only indicate the number of
  Skynet, MSN, Messenger, Hotmail            visits through the banners and not the
                                             direct click to the site
4. Emakina’s conclusions: timeframe
– Normal viral campaigns take 1-2 months & require carefully
  planned multi-platform presence

– The timeline was very challenging (2 weeks):
    – Effective time window for viral campaign was decreased
    – Action plan was adapted from “slow build” # “massive tam-tam”
    – Was very challenging but we met traffic expectations and even
      surpassed our own hopes / wild dreams
4. Emakina’s conclusions: comparison with the
Sprite campaign
–   UglyDuck.be                        –   Sprite Goblin
–   Ultra-high traffic in              –   High traffic in short period (150k
    ultra-short time window                / 1.5 month)
    (almost 200k / 2 weeks)            –   Low pick-up rate of creatives
–   High pick-up rate of                   but more word-of-mouse
    high-quality creatives on other    –   More content, story telling
    websites                           –   More interactive
–   More visuals, videos                   (custom images posted on site)
–   Lower interaction model            –   Lots of online links (1000)
–   Less web links (250) but this is
    because campaign was shorter
4. Emakina’s conclusions
– Traffic: this must be a record on the Belgian web
  (but we were a bit lucky since time was unrealistically short)

– Planning: time-window to be enlarged across different media (3
  to 4 weeks is ideal)

– Brand awareness: to be improved: more text/captions to position
  funnies
Appendix: Pasdechichi on
buzz/viral
marketing sites
Case Study



Jean Paul Gaultier
Campaign Results
–   2005-Q4
–   European campaign
–   +160’000 visitors
–   +215’000 visits

– Site even made it to official
  Apple QuickTime Guide
Case Study



Yes By Sodexho
 Archive Online
Yes – Gift Voucher
– What Ticket Restaurant is for food, the Yes! will be as gift
  voucher for presents, special occasions, … exchangeable in
  many prestigious outlets
Buzz Campaign
– A certain Sam Lennov has returned from the future and is
  making various predictions on social, cultural and economic
  level. Highlights are the prediction of the YES…
Designing a story development                                                                           … and let the
                                                                                                                              story evolve to
                                                                    YES                                                       more specific
                                                                 CURRENCY                                                     topics to build

                                                                                                       e
                                                                                                                              a climax


                                                                                                    tim
                                                            4
                                                                 geo-political
                                                                changed world

                                                    2                            8
                                                        technological                economic
                                                          changes                    changes
                                   3
                                       scientific
                                       changes                                                                                    6
                                                                                                                                       cultural
                                                                                                                                      changes
           4
               environmental
                 changes
                                                                                                4
                                                                                                     social
                               2                        1                                           changes
                                       medical                   time
                                       changes                  machine
                                                                                                              6
                                                                                                                  entertainment
                                                                                                                    changes


                                                                 Sam
We’ll start here, talking                                       Lennov
from a human interest                                                                                   These numbers
level to get the story                                                                                  indicate the proposed
going…                                                                                                  number of topics /
                                                                                                        weight within the story
Scheduling posts                                                           exponential
                                                                               Traffic picks
                                                                               up and
 posts                                                                         becomes
                                                                               mainstream


                                                                                                  July 2005
                                                              Story gets
                                                              picked up by
                                                              Sam’s friends
                                                                                                           Press
                            Sam leads a quite life
                                                                                                           coverage
                            and is considering
10th planet is
                                                          March 2005           July 2005       July 2005
                            going public with his
discovered but not
                            story but it’s the
predicted. However,
                            coming Tsunami that
this is the realisation
                            will kickstart it.
that he knows and
influences the
future…
                                                                             June         Aug Sep Oct
               Jan 2004              Oct 2004      Dec 2004       April 2005 2005         2005 2005 2005
                                                                                                           time

                                 Blog is created              Starts additional posting
Campaign Figures
– 1.5 month campaign
– Budget 10K
– +30’000 unique visitors
– +42’000 unique visits
– +184’000 page views
– 4.5 page views / visit
– 13min average visit
– 21 highly creative posts
  on a variety of human interest topics
– 1325 quality interactive comments
Campaign Appreciation
– School forums, class speeches, countless online forum
  discussions,
– Magazine and TV journalists seeking contact
Geachte heer Lennov,
                                                                         Hey Sam
Ik werk als journalist voor het maandblad Menzo, en in functie
daarvan stel ik u graag volgende vraag: kan ik u ergens zien,
                                                                         Met verstomming en met veel respect en
interviewen? Ik begrijp dat u op uw privacy gesteld bent, maar ik kan
                                                                         interesse bekeek en las ik je webpagina’s!
u garanderen dat indien we tot een akkoord komen voor een
                                                                         Het is nl zo dat ik reporter ben voor VTM. Nu wil
interview, wij uw identiteit (adres, tel.nr., mailadres, …) zeker niet
                                                                         het toeval dat ik net voor een reportage op zoek
zullen prijs geven. Ik ben best wel onder de indruk van uw kennis en
                                                                         ben naar verhalen en getuigenissen over leven
visie op verschillende zaken, maar zou u toch graag wat concretere
                                                                         in de toekomst? Mag ik je hierover eens
vragen willen voorleggen, zonder onze lezer ook maar enige duiding
                                                                         contacteren (telefoonnummer ofzo). Ik beloof
te geven of u daadwerkelijk uit de toekomst komt of niet .. laten we
                                                                         absolute discretie en kijk uit naar je mailtje?
het beschouwen als een open interview, reclame voor uw blog maar
                                                                         Thanks, nog veel plezier hier en nu en hopelijk
wel in die mate dat we werken met vraag en antwoord. Bovenal: ik
                                                                         tot heel binnenkort.
begrijp dat u geen foto’s uit de toekomst kan laten zien, maar u
vermeldt wel enkele voorwerpen, die ik graag eens zou zien .. ik
                                                                         Morti
hoop alvast dat u toch even over mijn voorstel wil nadenken, u kan
mij altijd met een privé-nummer bellen op het nummer:
0496/xx.yy.zzz
met vriendelijke groeten,
Jorn
Reveal Phase
– Sodexho endorsing the campaign
– Admitting the claims made on the archiveonline.be site
Contact us
 EMAKINA

 Rue Middelbourg, 64A
 1170 Brussels

 info@emakina.com
 www.emakina.com

 Tel : + 32 2 400.40.00
 Fax : + 32 2 400.40.01

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Viral Strategies Buzz Marketing

  • 1. EMAKINA Buzz Marketing & Viral Strategies and Viral Buzz Marketing Strategies Emakina Academy
  • 2. Welcome Brice Le Blévennec President Emakina
  • 3. About Emakina Emakina is the leading independent Belgian web agency. We offer the following integrated services – creative consultancy and graphic design – web development and IT integration – e-business and strategic consultancy – marketing communication services With an award-winning team of over +80 web experts, Emakina delivers state-of-the-art projects.
  • 5. Selected Cases Viral Buzz ! Volkswagen New Beetle ! Volkswagen Polo Fox ! Proximus Vodafone live! ! ! Ugly Duck ! ! Proximus 3G ! ! Sprite Light Goblin + Goblin Blog ! ! Jean Paul Gaultier
  • 6. Today’s topic “Viral marketing is like succeeding in Hollywood: every actor wants to do it, only a few succeed.”
  • 7. Case Studies Volkswagen Beetle Volkswagen Polo Fox
  • 8. Buzz – A low, vibrating sound – A particularly intense kind of Word of mouth
  • 9. Buzz Marketing A term used in the marketing industry to describe activities that companies undertake to generate favorable word of mouth publicity about products and services
  • 10. Initial Briefing Make some animation on the vw.be website to relaunch New Beetle Cabrio mini-site before the summer
  • 11. The Idea Benefit from the notoriety of the quot;Yetiquot; game which was one of the largest buzz on the Internet in 2004
  • 12. The Concept The goal is not directly hit the target but rather to create a rumor that can reach to the target
  • 13. The Storyline – The New Beetle Cabrio assists the penguins martyrized by the Yeti – New Beetle Cabrio saves them and makes them rebounding on its capotte to the sea – Positive wink ;-)
  • 14. The Game – Basic arcade game, easy to understand – The more you make rebounds with penguins, the more you get points – The more you save penguins, the more you get big points
  • 15. The Game – The game stops after having let 4 penguins falling on the floor or if you send your car to water
  • 16. Design Approach – Cartoon design – Fresh interface
  • 17. Excite the Players At the end of each part, the player will have the possibility to send by email a certificate (HTML format) attesting that he saved a certain amount of penguins
  • 18. Excite the Players At the bottom of the certificate the address of the game with an invitation: quot;Defy your friends by sending them the address of the game!quot;.
  • 19. Excite the Players A permanent table of high scores is posted on the first screen of the game in order to stimulate the challenge
  • 20. Demo
  • 21. A Few Figures – 5.000 monthly single visits on the mini site before the game was launched – 130.000 single visits on the mini site the month the game was launched – 12.000 monthly single visits on the new beetle cabrio mini site today. – 75.000 players have already registered their email address !
  • 22. Campaign Appreciation – Low cost promotion ! – Email sent to the 40.000 registered users of the VW e-News (www.vw.be/enews/) – Bannering on the www.vw.be home page – Bannering on quot;Play the Gamequot; site – Emailing via quot;Play the Gamequot; list – Word of mouth did the rest! What a buzz!
  • 23. New Buzz Campaign in May 2005 – Volkswagen launch new Polo Fox – 3 week prelaunch buzz & blog marketing campaign – http://www.tonysheraton.be – 2 month activation (interactive video) on Volkswagen website – http://www.vw.be
  • 24. Tony Sheraton – Chain mail Message: Hi Fred, You told me once that I could count on you if I needed some help Well, I think I getting where I want; I’m at the top! I’m in super-form and my artistic feeling has never been better! Could you ask the people you know if they have a job for me? That would be super! I also have a website http://www.tonysheraton.be where they can find more info about me. Tony S. (quot; yes, I’m keeping the name)
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  • 32. Case Studies Vodafone live! Ugly Duck Proximus 3G
  • 33. Context – Proximus presents Vodafone live! – Summer 2004, from June 21 till July 22 – Launch of Vodafone live! a new product from Proximus – Only for Proximus customers
  • 34. Context – Vodafone live! vs. WAP – Unique integration of exclusive multimedia services • Intuitive & enjoyable multimedia experience • Exclusive content: tones, games… – Customized handset # No more technology, but a real lifestyle proposition!
  • 35. Context – Why Internet in the media plan? TV spot TV spot youngsters Image postering Proximity postering Magazines Internet – Former e-campaigns show (pre/post tests) that “WAP-oriented” products generate good results online – The average Proximus.be user generates more revenues than the average Proximus customer
  • 36. Context The target: the “connected” – 61% female, 23% students, 18-35 years old – Motivation: Social talk, SMS – Main driver in their life: search (almost compulsive) to be loved and to be recognised through their social and family contacts – Characteristics: social, extravert, strongly focused on the “loved” ones (friends and family) “Connected are continuously in search of new ways to communicate, however they find the current offer of multimedia services inaccessible in terms of user-friendliness”
  • 37. Objectives – Create awareness for Vodafone live! – Reduce the technology perception by replacing it by a lifestyle proposition! – Call-to-action to purchase a Vodafone live! handset/content – Increase brand preference for Proximus through differentiation – Increase leadership and innovation perception of Proximus
  • 38. Key Message – Intuitive and enjoyable multimedia experience – Better relationships – Vodafone live! offers more freedom to the users
  • 39. Expectations – The campaign must be… – Surprising – Impactful – Worthy of a leader – … and should create – A hype, with a word-of-mouth effect – Contagiousness – A mix of “discovery” (make them want Vodafone live!), “interaction”, and “awareness” – A lifestyle experience!
  • 40. Strategy Webvertising, in line with the concept and objectives – High visibility: 23.000.000 impressions – Creative formats (1st ones in Belgium!) – Exclusive partnership with Skynet (rebranding GSM channel) – 2 waves – Awareness: discover Vodafone live! – Awareness + contest: play and win exclusive Vodafone live! handsets
  • 41. Strategy > Emakina Approach The strategy The Vodafone live! offer • P2P communication as heart of the campaign 1. Exclusive content The message • The handset/the Vodafone live! menu as 1. Intuitive & enjoyable 2. Lifestyle mode “access point” + usage! multimedia experience • Easy (!), fun, lifestyle, no 2. Better relationships tech atmosphere: in line 3. Customized 3. More freedom for the with the target handsets users • Viral marketing as “part of the game” 4. For Proximus customers only
  • 42. The Concept “One day in your life with…” (how Vodafone improves your daily life) Scenario • 2 characters: a woman & a man • We see them in different places during the day: each place/moment is to show the relevancy of Vodafone live! • The final destination is a place of fun, colors, sounds and friends… # THE perfect opportunity to create viral… Marketing description • Catalogue view of the 4 pillars: tones, games, MMS, fun & info Handsets • Description + call-to-action
  • 43. Creative Approach Awareness also means consistence & coherence – Specific photo shooting for the website + webvertising – Vodafone visuals for products to stay consistent with offline creatives – Lifestyle: easy, fun, entertainment, user-friendliness
  • 44. The Campaign – www.proximus.be/vodafonelive Scenario: the game/contest Marketing description Handsets Promote Proximus
  • 45. Marketing description ° Presentation of the Vodafone live! experience & services ° Description of the 4 pillars ° High-level presentation, to stimulate traffic to live.proximus.be
  • 46. The handsets ° Presentation of the 3 Vodafone live! handsets ° Call-to-action to live.proximus.be
  • 47. The campaign – Scenario: game/contest – Play our game to discover the Vodafone live! experience – Win exclusive Vodafone live! handsets 1 Conversations/ interactions via 2 Different the handset places/moments: - Opportunities to discover 3 Final destination: Vodafone live! - Be together, share fun - Questions for the moments thanks to contest Vodafone live! - Gathering/ member-get-member
  • 48. The campaign – Scenario : game/contest – Play our game to discover the Vodafone live! experience – Win exclusive Vodafone live! handsets 1 Conversations/ interactions via 2 Different the handset places/moments: - Opportunities to discover 3 Final destination: Vodafone live! - Be together, share fun - Questions for the moments thanks to contest Vodafone live! - Gathering/ member-get-member
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  • 52. The campaign – Scenario : game/contest – Play our game to discover the Vodafone live! experience – Win exclusive Vodafone live! handsets 1 Conversations/ interactions via 2 Different the handset places/moments: - Opportunities to discover 3 Final destination: Vodafone live! - Be together, share fun - Questions for the moments thanks to contest Vodafone live! - Gathering/ member-get-member
  • 59. The campaign – Scenario : game/contest – Play our game to discover the Vodafone live! experience – Win exclusive Vodafone live! handsets 1 Conversations/ interactions via 2 Different the handset places/moments: - Opportunities to discover 3 Final destination: Vodafone live! - Be together, share fun - Questions for the moments thanks to contest Vodafone live! - Gathering/ member-get-member
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  • 64. Key Figures 160.000 visits 135.000 unique visitors 700.000 pages views 60% Proximus 26.000 participants 40% non Proximus Viral effect Opt-in SMS: 65.000 E-mail: 5.000 MMS: 9.500 SMS: 6.500
  • 65. Why this campaign is good viral marketing 1. 2. The viral function is The viral component happens on the fully integrated in the campaign same mode as the rest of the campaign • Not just a “nice to have” • But highly relevant…: a place to • Participants are busy playing with share, communicate and have the handset since the beginning of fun…with friends the game: the target is “hot”… 3. 4. Launch of a new and exciting product An attractive content • New product: curiosity & interest • The carrot: mobile phones to win • Huge buzz and impact due to the + free SMS/MMS whole campaign • Fun and relaxing atmosphere
  • 66. Objectives > Were they met? ! Create awareness for Vodafone live! ! Reduce the technology perception by replacing it by a lifestyle proposition! ! Call-to-action to purchase a Vodafone live! handset/content ! Increase brand preference for Proximus through differentiation ! Increase leadership and innovation perception of Proximus # YES!
  • 67. Case Studies Proximus 3G
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  • 74. Case Studies Find My Goblin Goblin Blog
  • 75. Welcome Customer : Ides Ticket Marketing Manager Youth Brands The Coca-Cola Company Leading and coaching of Fanta and Sprite brand team Development of youth brand strategies and innovations Partner in charge : Brice Le Blévennec Executive Partner Emakina
  • 76. Presentation Watch PPT Play Movie
  • 77. Goblin as Carrier – New icon – Sprite Goblin is the new product icon – Build a new communication platform around the Sprite Goblin – Rationale – The goblin is a proprietary and likeable icon (completely weird, strange and unconventional but cool) that enables them to trust their abilities to make right choices. – It represents the unconventional and unexpected Sprite has in itself. – Brand effects – astonishing, excentric, delirious, unexpected – trendy, modern, contemporary – cool, likeable
  • 78. Sprite Goblin > Plan OST Research Objectives Strategy Tactics • No stand alone – Sprite light Holistic plan to Teasing awareness establish the • Buzz marketing Goblin as an • Link Goblin- • Viral campaign unconventional Sprite – Goblin interest • Wild postering and unexpected • Guerilla Sprite light brand • Goblin Role marketing vehicle • Complicity Reveal • PR campaign • Sprite website • Banner campaign Boost
  • 79. Emakina Strategy > Campaign Phases Teasing – Strange creature has been lost; call for help launched – People report sightings and photographs of the missing goblin to the website; the best ones published on the site – Websites, emails, blogs continue to relay this info, adding more credits to the facts Reveal – Young boy discovered a strange creature in his fridge – Video ad in avant premiere on a website – Everyone understands it is all about the Sprite light goblin – PR campaign, “Strange News” fake newspaper Boost – internet site + experiential marketing continue to relay exceptional and incredible news about the goblin and incite to pass the word to friends
  • 80. Emakina Strategy > Campaign map TEASING REVEAL BOOST Forums, blogs Friend’s blogs myGoblin The SpriteLight.be site Video site Street guerrilla Sampling The entire story stays online even after the reveal to make it a good read / extra promo
  • 81. Sprite Goblin > Campaign Timeline 18 21 27 3/2 11/2 14/2 WK4 17-21 WK5 24-28 WK6 31-04 WK7 07-11 WK8 14-18 WK9 21-25 GO copy site Webcam email vid 1 Game email No more updates “Lost Goblin” site updates + story development No more updates Forum, blog promotion Massive Bannering posters vid 2 Street guerrilla Reveal www.sprite.be Awareness
  • 82. Online Teasing WEB EMAIL – Fake amateur site – Chainletters via email – Mysterious photographs & movies – ‘Keep Me Updated’ function – Webcam recordings with shocking – ‘Send to Friend(s)’ function element – Dissemination of top-topical – Fake editorials manipulated photos – Funny picture and email publication PHONE – Mobile phone answering machine – Regular updates of site with new sightings, SMS, voice messages, ... – Creation of fake blogs on MSN, Skynet, Redbox and other BTL – Fake discussion on major Belgium – Wild Postering forums – Guerrilla Marketing – Purchasing Google keywords – Poster for download – Continuous Blogging PR – Fake Newspaper – TV coverage: TMF, PlugTV
  • 83. Like any other “missing pet” CREDIBLE!
  • 84. Semi-prof design Call for Supporting assistance material Mystery Email functions How to help Shocking video Put up your Emotional own poster! description Sexy Jessica
  • 85. Sprite Goblin > Kick-off & Growing CONTROLLED BLOGS FIRST UNCONTROLLED BLOGS PICKING UP THE STORY! redbox skynet MAIN MAIN http://redbox.be/findmygoblin http://findmygoblin.skynetblogs.be/ SUPPORT SUPPORT http://redbox.be/ddave Awaiting approval other msn/spaces SUPPORT MAIN http://homepage.mac.com/brice21/ http://spaces.msn.com/members/lostgoblin http://www.brice.org SUPPORT http://spaces.msn.com/members/dendave http://www.findmygoblin.be CONTROLLED FORUMS GENERAL FUN FORUMS STUDENT FORUMS http://communication.skynet.be/index.ht www.pureesoiree.be studiant.be ml?or=menu_forum&l1=communication&l zattevrienden.be … 2=forum&l3=home (Insertions queued for publication) (Heavily moderated) Categories: old friends, blogs, lost&found, animals, …
  • 86. Sprite Goblin > Some SMS Collected - My name is izzy and i'm from new zealand. The goblin you are - on a retrouver ton goblin!! enfin on actually - Si tu ne retrouves la vu passé devant nous a looking for is mine. He used to goblin, j'en pas ton jambes! on y croyais pas! puis on a vu live with me back home. I ai un a adopter. Il won't ton affiche!! mon num c 049793 s'apelle give 77836 www.skynet.be (+32 477 200xxx) hime back. HE'S MINE (+32 Bento. Mais il est 473 21 xx liégeois. (+32 494 60 46) Vergeet me nietjes laan 12 bus 14 - WHERE IS 82 xx) YOUR GOBLIN bij hermus (+32 476 89 06 xx) ? (+32 486 24 07 06) - Lors d'une promenade au bois de la - allright dude i found your cambre ma licorne a été effrayée gonlin an i'm keeping him 4 me you're par 1 mvement ds 1 bosquet*elle est partie au galop,j'ai perdu sa never gonna see his pretty face again EVER (+32 486 94 trace*peut_etre sont ils ensemble,cela 97 99) me semble une piste à - G vu un type verdatre exploiter*bonne recherche*appel moi si d'environ 80cm faire la tu as des informations*joannie planche dans la meuse (+32 485 27 10 xx) sous le pont d arches mais g t saoul (+32 496 35 89 xx) - - FOUND HIM! WHAT ABOUT REWARD? (+32 478 57 53 xx)
  • 87. Sprite Goblin > Some emails collected Bonjour , Je suis sorti hier soir au bowling a Salut Monsieur, Libramont puis dans une boite a bertrix , je pense avoir aperçu le goblin sur le bord de la route. Depuis que j'ai vu votre affiche, près du cimetière voila j'ai peut etre trouvé C était sur la route entre bertrix et libramont!!!!!!!! d'ixelles, je suis à la recherche de votre goblin... quelque chose qui pourrait J ai pris peur ne sachant pas si c'était un goblin Malheureusement, je ne l'ai pas encore t'interresser. Ton goblins apprivoisé ou non , je ne me suis donc pas trouvé...Souvent, j'ai eu l'impression de le voir...un peu aurait apparement décidé de arreté..... qcomme quand vous êtes amoureux, vous voyez ? faire un jeu pc. Je vais afficher sa photo dans toutes les Vous avez l'impression de voir votre seconde un peu a+ ardennes belge... partout mais, c'est rarement elle, vous voyez ? ciao et bonne continuation J espere que ça portera ses fruits . Bonne chance dans tes recherches on est tous avec toi!!!!!!!!!! Soit... François Vanorm Je continue mes recherches mais y aurait-il quelque (Ps :Si tu mets mon mail sur ton site merci de chose de familier qui pourrait l'attirer ? Je ne sais pas, corriger mon orthographe ) comment l'appeliez-vous dans l'intimité ? Avait-il un Suis toujour dans une grande vile surnom, un prénom, voire même un nom ? en Bèlgik Pour l'instant, quand je l'appelle, je crie quot;GOGOGO, Il pleut baucoup mais je vais bien GOBLIN...quot; mais personne ne me répond; excepté ne t'inquiete pas mes voisins qui commencent à en avoir marre (et qui Je comprends parfaitement la situation et je vous exprime trop rigolote l'idée juste pour le fun je valide nuisance sonore, les cons !!!) m'ont attaqué pour toute ma sympathie concernant la disparition de votre je t'envoi des photos des que je ...d'ailleurs, même au cachot, les gardiens m'ont dit gobelin. peux Je tiens à retrouver votre Goblin, regarder ds ta cave de disquequot;...auriez-vous de cela quelques jours, mon troll des Alpes mais a tu penser a mais j'aimerais quot;de changer Sachez qu'il y a éventuellement savoir dans quelpeut être chez ta petite amie ou coin vous habitez, le goblin disque à me proposer aussi disparu. Si vous retrouvez votre gobelin, peut- un a lui ? PS: pardon pour le verre. sûrement pas dû trop s'éloigner de l'endroit où il être pourriez-vous lui demander s'il n'a pas des nouvelles quoi qu'il en soit que le dieu des goblin soit avec toi votre recherche. Je peux Merci et bonne m****de mon Poupou (c'est le nom de mon troll). Il est grand, a dans habitait... adios amigos et que ton but imaginer ce quelle quque de perdre un tel être et je soit atteint que c'est il soit un caractère de cochon et ne mange que des bananes Sinon, ce site, c'est juste un délire ou c'est autre souhaite corage et persévérance. la confiture qu'il accompagne de sodas vous écrasées avec de au cola, pour ne pas citer de est venu un soir Il marque. chose ? Parce que payer un nom de domaine pour retrouver un goblin... c'est un peu gros :) A bientôt, nous aider à battre Bonne chance. des elfes noirs en jeu Tamara Nicolas PETIT de rôle!!!:) Puis, il est Bien à vous. reparti comme il est Franck. venu....
  • 89. Sprite Goblin > Additional Blogs
  • 90. Sprite Goblin > Spreading the Word Receivers B4 B3 B2 B1 B1 A3 A3 A1 Friends of A 4 A2 4 receivers A Offliners Believer #A has blog Supporters
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  • 98. Some Figures Viral Campaign Sprite Site Running time 6 weeks 8 weeks Unique Visitors 120’971 55’220 Visits 141’448 62’381 Page views 448’831 101’806 Emails sent from site 10’140 Opt-ins 2’582 Spontaneous people contributions (mails, stories, pictures, videos) 493
  • 99. Success Ingredients – Huge fun, new & intriguing factor – Creative copy writing and visuals – You should be original when forwarding to friend – Easy to forward – Offline and online integration – Emotional story – Energy and drive of posters/bloggers is crucial Selected and motivated underground posters working day and night – Credible look&feel (professional amateurism) Rumour should be believable: people are credible, corporations not
  • 100. Goblin Blog – Starting 6 june – GoblinBlog.be
  • 102. Goblinblog - top topical Roland Garros
  • 103. Goblinblog - top topical Star Wars 3
  • 104. Goblinblog - top topical Werchter
  • 105. Goblinblog - stars and jokes
  • 106. Goblinblog ... hundred more posts ... and 3 newsletters sent Results - 20.000 unique visitors - Average visit length: 19 min.
  • 107. Case Studies Ugly Duck
  • 108. Content of this document – Strategy & concept – The teasing phase – The reveal phase – Emakina’s conclusions – Appendixes
  • 109. 1. Strategy & concept
  • 110. 1. Strategy & concept – Strategy: a campaign with two phases – Be the first on the market while not revealing the offer 1. Teasing phase 2. Reveal phase ° Only brand ° Full commercial offer awareness: ready online logo & name only ° Only reactive PR ° PR starts ° Objectives: ° Objectives: => Create curiosity => Visibility => Be the first => Trial (vs. Simyo)
  • 111. 1. Strategy & concept – Creative approach by Emakina: 1. Teasing phase 2. Reveal phase ° Message: ° Message: the “no frills” aspect focus on main offer is the entry point features => No mention of => Simplicity offer => Quality => “By choosing Levis, you are => Price smart”
  • 113. 2. Teasing phase – Creative concept – Campaign map – Creatives – Viral effort – Results
  • 114. 2. Teasing phase: creative concept Pas de – Pas de chichi: chichi! – Short & dynamic video sequences, (fr) in a funny & ironic atmosphere – Different situations where some people should better have used Geen less frills… tralala! – Each film is signed with the Levis logo + the following tagline: (nl) “Pas de chichi !”
  • 115. 2. Teasing phase – Creative concept – Campaign map – Creatives – Viral effort – Results
  • 116. 2. Teasing phase: campaign map Text ads Viral effort on Skynet by & MSN Emakina Pasdechichi.be / Geentralala.be minisite See/download Viral: send Goodies Opt-in: the movies them to friends (see further) possibility to be warned of reveal
  • 117. 2. Teasing phase – Creative concept – Campaign map – Creatives – Viral effort – Results
  • 118. 2. Teasing phase: creatives This is the homepage of the minisite
  • 119. People had the possibility to see or download the three movies
  • 120. To enhance the viral aspect: - The films were signed with “Pasdechichi.be” - The possibility was given to forward the films to friends
  • 121. To enhance the viral too, people could invite friends to visit the site
  • 122. People also had access to different goodies: here the wallpaper
  • 123. People also had access to different goodies: here the “manifest”
  • 124. The possibility was given to opt-in & be warned of the reveal
  • 125. And finally, the FAQ section had also be made “uglier”…
  • 126. 2. Teasing phase: creatives – Apart from the minisite, the advertising formats: – The following slides contain the “text ads” that had been placed on Skynet.be & on MSN.be to promote the teasing minisite – The choice had been made to use text-only format to stay consistent with the underground strategy of UglyDuck
  • 127. The first presence on MSN was with a simple text link on the homepage
  • 128. Then, on the Hotmail site
  • 130. On Skynet, there were three different places, all on the homepage
  • 131. 2. Teasing phase – Creative concept – Campaign map – Creatives – Viral effort – Results
  • 132. 2. Teasing phase: viral effort – Broadcast to different e-mailings lists: – “Brice site of the day” – Other Emakina opt-in lists
  • 133. 2. Teasing phase: viral effort – Research network: – Find first echelon of target traffic sites: write the editorials & directly access the videos • Forums: Studiant.be, Skynet forums, blogs… • Funny sites: pureesoiree.be, zattevrienden.be – Find second echelon: sites that help people to find the promotional material & increase references FR (80-sites) NL (70-sites) EN (50-sites) accrodelire.com 1001moppen.be afunworld.com atoutcoeur.com bigfun.be allfunnypictures.com drole-video.com bulletinboardforum.com ... … coolegames.com unoriginal.co.uk zone-humour.com ... workcanwait.co.uk zonehumour.com studiant.be wowfunny.com zwatla.com supergame.be
  • 134. 2. Teasing phase: viral effort – Create site accounts and start posting: – http://www.zattevrienden.be rademakd/******** – http://www.pureesoiree.be david_rademaker@hotmail.com/********* – http://www.alldumb.com rademakd/*************** – http://www.uniquepeek.com david_rademaker@hotmail.com – http://www.pricelessfunnypictures.com/ – http://www.studiant.be/forum rademakd/***** – http://www.lachspieren.be rademakd/******* – http://www.prettig.be rademakd/******* – http://www.flabber.nl rademakd/************** – http://www.collegehumor.com/ rademakd/******* – http://www.noodingang.be/ rademakd/******* – http://www.bigfun.be/ rademakd/******* – http://www.dikkezever.be/dikkezever/index.aspx – http://www.wzl.be david.rademaker@gmail.com/rademakd/****************
  • 135. 2. Teasing phase: viral effort – Insertion & activation: forum posts – We maintained a diary to keep track of what posts were when inserted (to avoid duplicates). Editorials and promotional texts were custom adapted to the style of the site in order to increase the changes of acceptance: 28/07/2005 www.pureesoiree.be NL submit griffe_nl.swf Dude, don't pimp my car (link) Bald guys should NOT try to pick form up chicks… 28/07/2005 http://www.studiant.b NL submit strip_nl.swf Zoals ze in 't Engels zeggen quot;Is that a gun in your pocket or are e/forum form you just happy to see me?quot; - (link) - 't Zal wel weer een of andere reclame zijn maar toch goed gedaan… – Insertions of certain material were followed-up by insertions of other material. This allowed us to be present at many fronts with a variety of material
  • 136. 2. Teasing phase: viral effort – Insertion & activation: funny sites
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  • 142. 2. Teasing phase: viral effort – Emails to webmasters – Mails were sent to various webmasters to convince them to pick up leads. Webmasters are always on the lookout for new original material and catchy headlines – We assisted them in this by suggesting headlines and matching captions – Close to a hundred webmasters were contacted like that
  • 143. 2. Teasing phase: viral effort – See also appendix 1: mention/review of the teasing phase on (e-)marketing sites/blogs
  • 144. 2. Teasing phase: viral effort – Even after the launch…
  • 145. 2. Teasing phase: viral effort – Even after the launch…
  • 146. 2. Teasing phase – Creative concept – Campaign map – Creatives – Viral effort – Results
  • 147. 2. Teasing phase: results – Quick facts: – Total traffic: 216,574 unique visitors – Before product launch: 102,212 unique visitors – Highest day peak: 22,025 (Sunday, July 31) – Language ratio: NL 57% - FR 43% – Number of video views: +/- 275,000 (all videos) – Peak on number of links: +/- 250
  • 148. 2. Teasing phase: results – Comparison webvertising vs. viral: (*: see next slide) – Overall figures: • Paid bannering: 73,144 visits (33%)* • Viral traffic: 143,430 visits (66%) – Before product launch: • Paid bannering: 73,144 visits (60%)* • Viral traffic: 47,843 visits (40%) – Within identified top-5 referrers: • MSN-Bannering: 25% of referred traffic • Skynet-bannering: 10% • Main posts & stimuli: 65% of referred traffic
  • 149. 2. Teasing phase: results – Note on accuracy: – Reported unique visitors/visits numbers are guaranteed minimums • In reality, one can add 10-20% to compensate for proxy caching effects (i.e. large corporations frequently surf from a single IP address and all employees count as 1 visitor) – Missing referrer data • We can not independently confirm (via our referencing counter) the numbers as reported by MSN/Skynet but we accept them • Normally we can confirm these numbers with an error range of about 10% but here it seems to be more like 75% # can be result of counting scheme at media reps
  • 150. 2. Teasing phase: results – Cost efficiency report: – Classical bannering will always be necessary to support a campaign but it does not make or break a campaign – Here, the quality of the viral campaign had a far more important effect than bannering – Some figures for costs per click • Bannering: 20K ! / 73K clicks # 0.27! / click • Viral promotion: 7.5K ! / 143K clicks # 0.05! / click • Efficiency of viral vs. bannering: x5!!
  • 152. 3. Reveal phase – Creative concept – Campaign map – Creatives – Results
  • 153. 3. Reveal phase: creative concept – Message focusing on: – Quality/reliability – Simplicity – Fair price – In the “ugly & bad” tone of voice of the brand – All this is a 100% consistent design
  • 154. 3. Reveal phase – Creative concept – Campaign map – Creatives – Results
  • 155. 3. Reveal phase: campaign map Geentralala.be: Bannering no content on Skynet anymore, & MSN becomes a redirect to UglyDuck.be UglyDuck.be Opt-ins from teasing phase have been warned by e-mail Page where to see/download the movies Geentralala.be/pres: page for press
  • 156. 3. Reveal phase – Creative concept – Campaign map – Creatives – Results
  • 157. 3. Reveal phase: creatives – The redirect page on Pasdechichi.be:
  • 158. This e-mail was sent to opt-ins from the teasing phase
  • 159. The press had access to this page (LG&F)
  • 160. On the homepage of UglyDuck, a link was placed to see the movies
  • 161. This time, the movies were signed with “UglyDuck.be”
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  • 168. 3. Reveal phase – Creative concept – Campaign map – Creatives – Results
  • 169. 2. Teasing phase: results – Further role of viral in traffic generation (via teasing site): – Total traffic: 216,574 unique visitors – Before product launch: 102,212 unique visitors
  • 170. 3. Reveal phase: results – E-mailing to opt-ins from teasing phase:
  • 171. 3. Reveal phase: results – Webvertising (figures from DAD): Best CTR Imp. CTR régie site Clicks DAD for CTR real Reçues benchmark Format Proximus MSN MSN HP IMU 1.038.756 4.010 0,4% 0,6% 0,4% Leaderboard 524.266 2.978 0,16% 0,4% 0,6% Leaderboard expandable 714.161 36.475 0,29% 3,3% 5,1% Overlayer 160.605 8.805 2,18% 13,8% 5,5% MSN entertainment Skyscraper expandable 192.057 1.525 0,29% 1,7% 0,8% Messenger Mini banner 18-34 2.915.647 17.029 0,5% 1,2% 0,6% MSN Total 5.545.492 70.822 1,3% Skynet Skynet HP IMU 414.260 2.459 0,4% 0,6% 0,6% Leaderboard 114.234 603 0,16% 0,4% 0,5% Skyscraper 175.581 342 0,23% 0,4% 0,2% Skyscraper expandable 628.949 1.533 0,29% 1,7% 0,2% Skynet ROS Skyscraper 190.036 380 0,23% 0,4% 0,2% => Exceptional high resultsSkyscraper FREEEmakina1.547.153 3.172 thanks to creatives!! 0,23% 0,4% 0,2% Skynet Total 3.070.213 8.489 0,3% Grand Total 8.615.705 79.311 0,9%
  • 173. Prelaunch Launch Post-Launch Teasing campaign Internet website visits Calling behavior Viral marketing Contracts/sales Customer profile ! Channel Visibility ! Sales !Consumer Behavior !# of visits to partner web sites !Sales per gross-gain !Age !CTR (Click Through Rate) * !Sales per swap !% of voice !# of videos downloaded: !Sales per Port-in !% of SMS +/- 275’000 !Frequency of Reload !# of videos forwarded via site ! Channel visibility !Amount of Reload +/- 2500 people did send video to !% of Free Minutes used friends via site !External (number of recipients: unknown) !# of people seeing banners !# of inscriptions !# people clicking on Via our +/- 2000 people wanted to be banner informed of reveal/follow-up !# of visits (CTR**) tracking tool !Internal !# of pages visited 194,680 visits !# of visits converted into contracts Via ourfigures could These tracking tool !% of be answered via our French/Dutch/English tracking tool visitors 57% NL vs. 43% FR *Webvertising only with text link on **the CTR will only indicate the number of Skynet, MSN, Messenger, Hotmail visits through the banners and not the direct click to the site
  • 174. 4. Emakina’s conclusions: timeframe – Normal viral campaigns take 1-2 months & require carefully planned multi-platform presence – The timeline was very challenging (2 weeks): – Effective time window for viral campaign was decreased – Action plan was adapted from “slow build” # “massive tam-tam” – Was very challenging but we met traffic expectations and even surpassed our own hopes / wild dreams
  • 175. 4. Emakina’s conclusions: comparison with the Sprite campaign – UglyDuck.be – Sprite Goblin – Ultra-high traffic in – High traffic in short period (150k ultra-short time window / 1.5 month) (almost 200k / 2 weeks) – Low pick-up rate of creatives – High pick-up rate of but more word-of-mouse high-quality creatives on other – More content, story telling websites – More interactive – More visuals, videos (custom images posted on site) – Lower interaction model – Lots of online links (1000) – Less web links (250) but this is because campaign was shorter
  • 176. 4. Emakina’s conclusions – Traffic: this must be a record on the Belgian web (but we were a bit lucky since time was unrealistically short) – Planning: time-window to be enlarged across different media (3 to 4 weeks is ideal) – Brand awareness: to be improved: more text/captions to position funnies
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  • 195. Campaign Results – 2005-Q4 – European campaign – +160’000 visitors – +215’000 visits – Site even made it to official Apple QuickTime Guide
  • 196. Case Study Yes By Sodexho Archive Online
  • 197. Yes – Gift Voucher – What Ticket Restaurant is for food, the Yes! will be as gift voucher for presents, special occasions, … exchangeable in many prestigious outlets
  • 198. Buzz Campaign – A certain Sam Lennov has returned from the future and is making various predictions on social, cultural and economic level. Highlights are the prediction of the YES…
  • 199. Designing a story development … and let the story evolve to YES more specific CURRENCY topics to build e a climax tim 4 geo-political changed world 2 8 technological economic changes changes 3 scientific changes 6 cultural changes 4 environmental changes 4 social 2 1 changes medical time changes machine 6 entertainment changes Sam We’ll start here, talking Lennov from a human interest These numbers level to get the story indicate the proposed going… number of topics / weight within the story
  • 200. Scheduling posts exponential Traffic picks up and posts becomes mainstream July 2005 Story gets picked up by Sam’s friends Press Sam leads a quite life coverage and is considering 10th planet is March 2005 July 2005 July 2005 going public with his discovered but not story but it’s the predicted. However, coming Tsunami that this is the realisation will kickstart it. that he knows and influences the future… June Aug Sep Oct Jan 2004 Oct 2004 Dec 2004 April 2005 2005 2005 2005 2005 time Blog is created Starts additional posting
  • 201. Campaign Figures – 1.5 month campaign – Budget 10K – +30’000 unique visitors – +42’000 unique visits – +184’000 page views – 4.5 page views / visit – 13min average visit – 21 highly creative posts on a variety of human interest topics – 1325 quality interactive comments
  • 202. Campaign Appreciation – School forums, class speeches, countless online forum discussions, – Magazine and TV journalists seeking contact Geachte heer Lennov, Hey Sam Ik werk als journalist voor het maandblad Menzo, en in functie daarvan stel ik u graag volgende vraag: kan ik u ergens zien, Met verstomming en met veel respect en interviewen? Ik begrijp dat u op uw privacy gesteld bent, maar ik kan interesse bekeek en las ik je webpagina’s! u garanderen dat indien we tot een akkoord komen voor een Het is nl zo dat ik reporter ben voor VTM. Nu wil interview, wij uw identiteit (adres, tel.nr., mailadres, …) zeker niet het toeval dat ik net voor een reportage op zoek zullen prijs geven. Ik ben best wel onder de indruk van uw kennis en ben naar verhalen en getuigenissen over leven visie op verschillende zaken, maar zou u toch graag wat concretere in de toekomst? Mag ik je hierover eens vragen willen voorleggen, zonder onze lezer ook maar enige duiding contacteren (telefoonnummer ofzo). Ik beloof te geven of u daadwerkelijk uit de toekomst komt of niet .. laten we absolute discretie en kijk uit naar je mailtje? het beschouwen als een open interview, reclame voor uw blog maar Thanks, nog veel plezier hier en nu en hopelijk wel in die mate dat we werken met vraag en antwoord. Bovenal: ik tot heel binnenkort. begrijp dat u geen foto’s uit de toekomst kan laten zien, maar u vermeldt wel enkele voorwerpen, die ik graag eens zou zien .. ik Morti hoop alvast dat u toch even over mijn voorstel wil nadenken, u kan mij altijd met een privé-nummer bellen op het nummer: 0496/xx.yy.zzz met vriendelijke groeten, Jorn
  • 203. Reveal Phase – Sodexho endorsing the campaign – Admitting the claims made on the archiveonline.be site
  • 204.
  • 205. Contact us EMAKINA Rue Middelbourg, 64A 1170 Brussels info@emakina.com www.emakina.com Tel : + 32 2 400.40.00 Fax : + 32 2 400.40.01