viral strategies and buzz marketing

Buzz Marketing & Viral

Strategies

Emakina Academy

EMAKINA

Viral Strategies and

Buzz Marketing

Brice Le BlévennecPresident

Emakina

Welcome

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

Volkswagen New Beetle

Proximus Vodafone live!

Sprite Light Goblin + Goblin Blog !

!

!

!

Viral Buzz

Volkswagen Polo Fox !

Ugly Duck !Proximus 3G !

Jean Paul Gaultier !

!

!

!

Today’s topic

““Viral marketing is likeViral marketing is like

succeeding in Hollywood:succeeding in Hollywood:

every actor wants to do it,every actor wants to do it,

only a only a few succeed.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 "Yeti" 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: "Defy your friends by sending them

the address of the game!".

Excite the Players

A permanent table of high scores is posted on the first screen of

the game in order to stimulate the challenge

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 "Play the Game" site

– Emailing via "Play the Game" 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

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. (" yes, I’m keeping the name)

Tony Sheraton – Chain mail

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?

– 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

TV spot

TV spot youngsters

Image postering

Proximity postering

Magazines

Internet

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 ofnew ways to communicate, however they find

the current offer of multimedia servicesinaccessible 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

The Vodafone live! offer

Strategy > Emakina Approach

4. For Proximus

customers only

3. Customized

handsets

2. Lifestyle mode

1. Exclusive content

The strategy

• P2P communication as

heart of the campaign

• The handset/the

Vodafone live! menu as

“access point” + usage!

• Easy (!), fun, lifestyle, no

tech atmosphere: in line

with the target

• Viral marketing as “part of

the game”

The message

1. Intuitive & enjoyable

multimedia

experience

2. Better relationships

3. More freedom for the

users

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

Scenario:

the game/contest

Marketing

description

Handsets

Promote

Proximus

– www.proximus.be/vodafonelive

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

Conversations/

interactions via

the handsetDifferent

places/moments:

- Opportunities

to discover

Vodafone live!

- Questions for the

contest

Final destination:

- Be together, share fun

moments thanks to

Vodafone live!

- Gathering/

member-get-member

1

2

3

The campaign

– Scenario : game/contest



Conversations/

interactions via


places/moments:

- Opportunities

to discover

Vodafone live!

- Questions for the

contest

Final destination:


moments thanks to

Vodafone live!

- Gathering/

member-get-member

1

2

3

Ringtones

Mobile gaming

Photo/MMS

Fun & infos

Also …partners

Also … TV ad

The campaign

– Scenario : game/contest



Conversations/

interactions via


places/moments:

- Opportunities

to discover

Vodafone live!

- Questions for the

contest

Final destination:


moments thanks to

Vodafone live!

- Gathering/

member-get-member

1

2

3

Key Figures

160.000 visits

700.000 pages views135.000 unique visitors

60% Proximus

40% non Proximus26.000 participants

E-mail: 5.000

SMS: 6.500

SMS: 65.000

MMS: 9.500

Viral effect Opt-in

Why this campaign is good viral marketing

1.

The viral function is

fully integrated in the campaign

• Not just a “nice to have”

• But highly relevant…: a place to

share, communicate and have

fun…with friends

2.

The viral component happens on the

same mode as the rest of the

campaign

• Participants are busy playing with

the handset since the beginning of

the game: the target is “hot”…

3.

Launch of a new and exciting product

• New product: curiosity & interest

• Huge buzz and impact due to the

whole campaign

4.

An attractive content

• The carrot: mobile phones to win

+ free SMS/MMS

• 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

Partner in charge : Brice Le BlévennecExecutive Partner

Emakina

Welcome

Customer : Ides TicketMarketing Manager Youth Brands

The Coca-Cola Company

Leading and coaching of Fanta and Sprite brand team

Development of youth brand strategies and innovations

Presentation

Watch PPT

Play Movie

Goblin as Carrier

– New icon

– Sprite Goblin is the new product icon

– Build a new communication platform around theSprite Goblin

– Rationale

– The goblin is a proprietary and likeable icon(completely weird, strange and unconventionalbut cool) that enables them to trust their abilitiesto make right choices.

– It represents the unconventional andunexpected Sprite has in itself.

– Brand effects

– astonishing, excentric, delirious, unexpected

– trendy, modern, contemporary

– cool, likeable

Sprite Goblin > Plan OST

Research

• No stand alone

• Link Goblin-

Sprite

• Goblin Role

• Complicity

Objectives

– Sprite light

awareness

– Goblin interest

Strategy

Holistic plan to

establish the

Goblin as an

unconventional

and unexpected

Sprite light brand

vehicle

Tactics

Teasing

• Buzz marketing

• Viral campaign

• Wild postering

• Guerilla

marketing

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

myGoblin

site

SpriteLight.be

site

Street guerrilla Sampling

TEASING BOOST

The

Video

REVEAL

The entire story stays online even after the reveal

to make it a good read / extra promo

Friend’s

blogs

Forums, blogs

Sprite Goblin > Campaign Timeline

WK4 17-21 WK5 24-28 WK6 31-04 WK7 07-11 WK8 14-18 WK9 21-25

3/2

No more updates

No more updatesForum, blog promotion

Reveal www.sprite.be

“Lost Goblin” site updates + story development

email

vid 2

Awareness

site

18 14/2

Massive Bannering

email

Webcam

Game

Street guerrilla

11/227

vid 1

GO copy

21

posters

Online Teasing

WEB

– Fake amateur site

– Mysterious photographs & movies

– Webcam recordings with shockingelement

– Fake editorials

– Funny picture and email publication

– Creation of fake blogs on MSN,Skynet, Redbox and other

– Fake discussion on major Belgiumforums

– Purchasing Google keywords

– Continuous Blogging

EMAIL

– Chainletters via email

– ‘Keep Me Updated’ function

– ‘Send to Friend(s)’ function

– Dissemination of top-topicalmanipulated photos

PHONE

– Mobile phone answering machine

– Regular updates of site with newsightings, SMS, voice messages, ...

BTL

– Wild Postering

– Guerrilla Marketing

– Poster for download

PR

– Fake Newspaper

– TV coverage: TMF, PlugTV

CREDIBLE!

Like any

other

“missing pet”

Put up your

own poster!

Sexy

Jessica

Shocking

video

Mystery

Call for

assistanceSupporting

material

Email

functions

How to help

Emotional

description

Semi-prof

design

FIRST UNCONTROLLED BLOGS

PICKING UP THE STORY!

CONTROLLED FORUMS

Sprite Goblin > Kick-off & Growing

GENERALhttp://communication.skynet.be/index.html?or=menu_forum&l1=communication&l2=forum&l3=homeCategories: old friends, blogs, lost&found,

animals, …

FUN FORUMSwww.pureesoiree.be

zattevrienden.be

(Insertions queued for publication)

STUDENT FORUMSstudiant.be

…

(Heavily moderated)

CONTROLLED BLOGS

redboxMAIN

http://redbox.be/findmygoblinSUPPORT

http://redbox.be/ddave

skynetMAIN

http://findmygoblin.skynetblogs.be/SUPPORT

Awaiting approval

msn/spacesMAIN

http://spaces.msn.com/members/lostgoblinSUPPORT

http://spaces.msn.com/members/dendave

otherSUPPORT

http://homepage.mac.com/brice21/

http://www.brice.org

http://www.findmygoblin.be

Sprite Goblin > Some SMS Collected

- on a retrouver ton goblin!! enfin on

la vu passé devant nous a

jambes! on y croyais pas! puis on a vu

ton affiche!! mon num c 049793

77836 www.skynet.be (+32 477 200xxx)

- My name is izzy and i'm from new

zealand. The goblin you are

actually

looking for is mine. He used to

live with me back home. I won't

give

hime back. HE'S MINE (+32 473 21 xx

46)Vergeet me nietjes laan 12 bus 14

bij hermus (+32 476 89 06 xx)- WHERE IS YOUR GOBLIN

? (+32 486 24 07 06)

- allright dude i found your

gonlin an i'm keeping him 4

me you're

never gonna see his pretty

face again EVER (+32 486 94

97 99)

- G vu un type verdatre

d'environ 80cm faire la

planche dans la meuse

sous le pont d arches mais g

t saoul (+32 496 35 89 xx)

- Lors d'une promenade au bois de la

cambre ma licorne a été effrayée

par 1 mvement ds 1 bosquet*elle est

partie au galop,j'ai perdu sa

trace*peut_etre sont ils ensemble,cela

me semble une piste à

exploiter*bonne recherche*appel moi si

tu as des informations*joannie

(+32 485 27 10 xx)

- - FOUND HIM! WHAT ABOUT

REWARD? (+32 478 57 53 xx)

- Si tu ne retrouves

pas ton goblin, j'en

ai un a adopter. Il

s'apelle

Bento. Mais il est

liégeois. (+32 494 60

82 xx)

Sprite Goblin > Some emails collected

Bonjour , Je suis sorti hier soir au bowling a

Libramont puis dans une boite a bertrix , je pense

avoir aperçu le goblin sur le bord de la route.

C était sur la route entre bertrix et libramont!!!!!!!!

J ai pris peur ne sachant pas si c'était un goblin

apprivoisé ou non , je ne me suis donc pas

arreté.....

Je vais afficher sa photo dans toutes les

ardennes belge...

J espere que ça portera ses fruits . Bonne chance

on est tous avec toi!!!!!!!!!!

François Vanorm

(Ps :Si tu mets mon mail sur ton site merci de

corriger mon orthographe )

Salut Monsieur,

Depuis que j'ai vu votre affiche, près du cimetière

d'ixelles, je suis à la recherche de votre goblin...

Malheureusement, je ne l'ai pas encore

trouvé...Souvent, j'ai eu l'impression de le voir...un peu

qcomme quand vous êtes amoureux, vous voyez ?

Vous avez l'impression de voir votre seconde un peu

partout mais, c'est rarement elle, vous voyez ?

Soit...

Je continue mes recherches mais y aurait-il quelque

chose de familier qui pourrait l'attirer ? Je ne sais pas,

comment l'appeliez-vous dans l'intimité ? Avait-il un

surnom, un prénom, voire même un nom ?

Pour l'instant, quand je l'appelle, je crie "GOGOGO,

GOBLIN..." mais personne ne me répond; excepté

mes voisins qui commencent à en avoir marre (et qui

m'ont attaqué pour nuisance sonore, les cons !!!)

...d'ailleurs, même au cachot, les gardiens m'ont dit

"de changer de disque"...auriez-vous éventuellement

un disque à me proposer ?

Merci et bonne m**** dans votre recherche. Je peux

imaginer ce que c'est que de perdre un tel être et je

vous souhaite corage et persévérance.

A bientôt,

Nicolas PETIT

Suis toujour dans une grande vile

en Bèlgik

Il pleut baucoup mais je vais bien

ne t'inquiete pas

je t'envoi des photos des que je

peux

PS: pardon pour le verre.

Je comprends parfaitement la situation et je vous exprime

toute ma sympathie concernant la disparition de votre

gobelin.

Sachez qu'il y a de cela quelques jours, mon troll des Alpes

a lui aussi disparu. Si vous retrouvez votre gobelin, peut-

être pourriez-vous lui demander s'il n'a pas des nouvelles

de mon Poupou (c'est le nom de mon troll). Il est grand, a

un caractère de cochon et ne mange que des bananes

écrasées avec de la confiture qu'il accompagne de sodas

au cola, pour ne pas citer de marque.

Bonne chance.

Tamara

Je tiens à retrouver votre Goblin, mais j'aimerais

savoir dans quel coin vous habitez, le goblin

sûrement pas dû trop s'éloigner de l'endroit où il

habitait...

Sinon, ce site, c'est juste un délire ou c'est autre

chose ? Parce que payer un nom de domaine pour

retrouver un goblin... c'est un peu gros :)

Bien à vous.

Franck.

Il est venu un soir

nous aider à battre

des elfes noirs en jeu

de rôle!!!:) Puis, il est

reparti comme il est

venu....

voila j'ai peut etre trouvé

quelque chose qui pourrait

t'interresser. Ton goblins

aurait apparement décidé de

faire un jeu pc.

a+

ciao et bonne continuation

dans tes recherches

trop rigolote l'idée juste pour le fun je valide

mais a tu penser a regarder ds ta cave

ou peut être chez ta petite amie

quoi qu'il en soit que le dieu des goblin soit avec toi

adios amigos et que ton but soit atteint quelle qu il soit

Some blogs messages collected

Sprite Goblin > Additional Blogs

Sprite Goblin > Spreading the Word

Believer #A

has blogSupporters

B4

A1

B1

B3

A4

B1

Receivers

Friends of

receivers

Offliners

A2

B2

A3A3

A4

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. Teasing phase 2. Reveal phase

° Only brandawareness:logo & name only

° Only reactive PR

° Objectives:=> Create curiosity=> Be the first(vs. Simyo)

° Full commercial offerready online

° PR starts

° Objectives:=> Visibility=> Trial


– Strategy: a campaign with two phases

– Be the first on the market while not revealing the offer

1. Teasing phase 2. Reveal phase

° Message:the “no frills” aspectis the entry point

=> No mention ofoffer

=> “By choosingLevis, you aresmart”

° Message:focus on main offerfeatures

=> Simplicity

=> Quality

=> Price


– Creative approach by Emakina:

2. Teasing phase,

by Emakina

2. Teasing phase

– Creative concept

– Campaign map

– Creatives

– Viral effort

– Results

Pas dechichi!

(fr)

Geentralala!

(nl)

2. Teasing phase: creative concept

– Pas de chichi:

– Short & dynamic video sequences,

in a funny & ironic

atmosphere

– Different situations

where some people

should better have used

less frills…

– Each film is signed with the

Levis logo + the following tagline:

“Pas de chichi !”

2. Teasing phase


– Campaign map

– Creatives

– Viral effort

– Results

2. Teasing phase: campaign map

Pasdechichi.be /

Geentralala.be

minisite

Opt-in:

possibility

to be warned

of reveal

Viral: send

them to friends

Goodies

(see further)

See/download

the movies

Viral effortby

Emakina

Text adson Skynet

& MSN

2. Teasing phase


– 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


– 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

FR (80-sites)

accrodelire.com

atoutcoeur.com

drole-video.com

…

zone-humour.com

zonehumour.com

zwatla.com

NL (70-sites)

1001moppen.be

bigfun.be

bulletinboardforum.com

coolegames.com

...

studiant.be

supergame.be

EN (50-sites)

afunworld.com

allfunnypictures.com

...

unoriginal.co.uk

workcanwait.co.uk

wowfunny.com


– 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


– Create site accounts and start posting:– http://www.zattevrienden.be rademakd/********

– http://www.pureesoiree.be [email protected]/*********

– http://www.alldumb.com rademakd/***************

– http://www.uniquepeek.com [email protected]

– 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://[email protected]/rademakd/****************

Zoals ze in 't Engels zeggen "Is that a gun in your pocket or are

you just happy to see me?" - (link) - 't Zal wel weer een of

andere reclame zijn maar toch goed gedaan…

strip_nl.swfsubmit

form

NLhttp://www.studiant.b

e/forum

28/07/2005

Dude, don't pimp my car (link) Bald guys should NOT try to pick

up chicks…

griffe_nl.swfsubmit

form

NLwww.pureesoiree.be28/07/2005


– 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:

– 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


– Insertion & activation: funny sites


– 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


– See also appendix 1: mention/review of the teasing phase on

(e-)marketing sites/blogs


– Even after the launch…

2. Teasing phase


– 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


– 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


– 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


– 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


– 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


– Campaign map

– Creatives

– Results

Geentralala.be:

no content

anymore,

becomes a redirect

to UglyDuck.be

Page where to

see/download

the movies

UglyDuck.be

Banneringon Skynet

& MSN

Opt-ins from teasing

phase have been

warned by e-mail

Geentralala.be/pres:

page for press

3. Reveal phase: campaign map

3. Reveal phase


– 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


– Campaign map

– Creatives

– 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):

=> Exceptional high results thanks to Emakina creatives!!

régie site

Format

Imp.

ReçuesClicks

CTR

benchmark

Best CTR

DAD for

Proximus

CTR real

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%

Skyscraper FREE 1.547.153 3.172 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

Teasing campaignViral marketing

! Channel Visibility

!# of visits to partner web sites!CTR (Click Through Rate) *!# of videos downloaded:+/- 275’000!# of videos forwarded via site

+/- 2500 people did send video tofriends via site(number of recipients: unknown)!# of inscriptions+/- 2000 people wanted to beinformed of reveal/follow-up

*Webvertising only with text link onSkynet, MSN, Messenger, Hotmail

Internet website visitsContracts/sales

! Sales

!Sales per gross-gain!Sales per swap!Sales per Port-in

! Channel visibility

!External!# of people seeing banners!# people clicking onbanner!# of visits (CTR**)

!Internal!# of pages visited194,680 visits!# of visits converted intocontracts!% ofFrench/Dutch/Englishvisitors57% NL vs. 43% FR

**the CTR will only indicate the number ofvisits through the banners and not thedirect click to the site

Calling behaviorCustomer profile

!Consumer Behavior

!Age!% of voice!% of SMS!Frequency of Reload!Amount of Reload!% of Free Minutes used

Prelaunch Post-LaunchLaunch

Via our

tracking tool

Via our tracking toolThese figures could

be answered via our

tracking tool

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

– Ultra-high traffic in

ultra-short time window

(almost 200k / 2 weeks)

– High pick-up rate of

high-quality creatives on other

websites

– More visuals, videos

– Lower interaction model

– Less web links (250) but this is

because campaign was shorter

– Sprite Goblin

– High traffic in short period (150k

/ 1.5 month)

– Low pick-up rate of creatives

but more word-of-mouse

– More content, story telling

– More interactive

(custom images posted on site)

– Lots of online links (1000)

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…

time

YES

CURRENCY

geo-political

changed world

scientific

changescultural

changes

environmental

changes

entertainment

changes

economic

changes

time

machine

medical

changes

Sam

Lennov

technological

changes

social

changes

Designing a story development

12

4

3

2 8

4

6

6

4

We’ll start here, talking

from a human interest

level to get the story

going…

… and let the

story evolve to

more specific

topics to build

a climax

These numbers

indicate the proposed

number of topics /

weight within the story

Scheduling posts

time

posts

exponentialTraffic picks

up and

becomes

mainstream

Jan 2004 Oct 2004

Sam leads a quite life

and is considering

going public with his

story but it’s the

coming Tsunami that

will kickstart it.

10th planet is

discovered but not

predicted. However,

this is the realisation

that he knows and

influences the

future…

Dec 2004

Aug

2005April 2005

Blog is created Starts additional posting

March 2005

Story gets

picked up by

Sam’s friends

July 2005

Starts additional postingStarts additional posting

Story gets

picked up by

Sam’s friends

Sep

2005

Oct

2005

June

2005

July 2005

July 2005

Press

coverage

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

Geachte heer Lennov,

Ik werk als journalist voor het maandblad Menzo, en in functie

daarvan stel ik u graag volgende vraag: kan ik u ergens zien,

interviewen? Ik begrijp dat u op uw privacy gesteld bent, maar ik kan

u garanderen dat indien we tot een akkoord komen voor een

interview, wij uw identiteit (adres, tel.nr., mailadres, …) zeker niet

zullen prijs geven. Ik ben best wel onder de indruk van uw kennis en

visie op verschillende zaken, maar zou u toch graag wat concretere

vragen willen voorleggen, zonder onze lezer ook maar enige duiding

te geven of u daadwerkelijk uit de toekomst komt of niet .. laten we

het beschouwen als een open interview, reclame voor uw blog maar

wel in die mate dat we werken met vraag en antwoord. Bovenal: ik

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

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

Hey Sam

Met verstomming en met veel respect en

interesse bekeek en las ik je webpagina’s!

Het is nl zo dat ik reporter ben voor VTM. Nu wil

het toeval dat ik net voor een reportage op zoek

ben naar verhalen en getuigenissen over leven

in de toekomst? Mag ik je hierover eens

contacteren (telefoonnummer ofzo). Ik beloof

absolute discretie en kijk uit naar je mailtje?

Thanks, nog veel plezier hier en nu en hopelijk

tot heel binnenkort.

Morti

– School forums, class speeches, countless online forum

discussions,

– Magazine and TV journalists seeking contact

Reveal Phase

– Sodexho endorsing the campaign

– Admitting the claims made on the archiveonline.be site

Contact us

EMAKINA

Rue Middelbourg, 64A

1170 Brussels

[email protected]

www.emakina.com

Tel : + 32 2 400.40.00

Fax : + 32 2 400.40.01

viral strategies and buzz marketing

Business