1 / 18

Buzz Marketing: The Buddy Lee Case Study

Viral - Buzz - Word of Mouth. Valuable source credibilityPeople more inclined to believe Word of Mouth Marketing than more formal meansReceiver tends to believe that the communicator is speaking honestly (i.e. not receiving an incentive for their referrals).Not always true - paid opinion leaders IDed.

bijan
Download Presentation

Buzz Marketing: The Buddy Lee Case Study

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

    1. Buzz Marketing: The Buddy Lee Case Study

    2. Viral - Buzz - Word of Mouth Valuable source credibility People more inclined to believe Word of Mouth Marketing than more formal means Receiver tends to believe that the communicator is speaking honestly (i.e. not receiving an incentive for their referrals). Not always true - paid opinion leaders IDed

    3. Not New, But New Potency Multi-level marketing in 60s & '70s - Amway and Mary Kay Cosmetics The Blair Witch Project (1999) – used Internet campaign to suggest that the film was a real event – grossed nearly $250,000,000 AI (2001) – Trailers listed Jeanine Salla as Sentient Machine Therapist; Google search lead to matrix of 40 websites providing the back story BMW Films (2002) – Shorts directed by eight famous directors attracted nearly 55 million viewers and launched Clive Owen’s career. Burger King's Subservient Chicken campaign (2004 until 2007), unbranded until the reveal, named top viral effort by Wired magazine

    4. Buzz and Social Media Use of social networking software as a platform for buzz marketing - Web 2.0 Facebook has unveiled ad model that allows targeting of users based on their profile information and social contacts facebook.com youtube.com tripadvisor.com myspace.com digg.com

    5. Buzz Marketing Case Cross Campaign Creativity Teasers to Build Interest Buzz to Persuade without Mass Media Advertising to Launch Relationships Internet as a Return Destination In Store Contact as Ultimate Goal

    6. Buddy Lee In 1998 Fallon resurrected a 1920s window display doll for Lee Jeans Co. along with the 1940s Lee Jeans tagline "Can't Bust 'Em." Main campaign preceded by guerrilla marketing –unbranded posters of the doll and a 6-minute mockumentary, "The Buddy Lee Story," which was aired in late night infomercial slots in select markets Built buzz and support for the Lee Dungarees Brand before Spike Jonze directed commercials aired

    7. The Challenge Big challenge for Lee to overcome Had generated buzz but not sales Needed to maintain viral quality to avoid “Lee Jeans are Mom’s Jeans” image Begin with street posters of “villains” in 12 cities - gritty yet hip areas to reach leading edge of target – style leaders

    8. The Street Posters

    11. Buzz Marketing Case Cross Campaign Creativity Teasers to Build Interest Buzz to Persuade without Mass Media Advertising to Launch Relationships Internet as a Return Destination In Store Contact as Ultimate Goal

    12. The Teaser Spots

    13. From Buzz to Viral Next, “opinion leaders” asked to chat up “villains” websites for free perks Followed by emails to broader group of teens/young adults in target market with viral video to spread across the country Both take local buzz and make it viral

    14. Villain Home Pages

    15. The Viral Clips

    16. Ads to Net Once message had gone viral, they launched the TV Campaign, nationwide, especially Monday Night Football Ads direct people to buddylee.com to play online games against villains High scores posted on list; could email scores to friends as a challenge

    17. Television Spots

    18. The Destination

    19. Relevance, Originality, Impact 7 Question Strategy Format 1. Who are you talking to? 2. What’s your point? 3. What’s the key word? 4. Why should I care? 5. Why should I believe you? 6 What do you want me to do? 7. How should I feel?

More Related