Viral Marketing / ADVertising

Understanding Viral Marketing / ADVertising Start here…

Understanding Viral Marketing / ADVertisingGreg O'Toolewww.otoole.info

On October 25, 2003 in the small town of Dalaro in Eastern Sweden, a strange event occurred that is yet to be explained… …it has been referred to as The Mystery of Dalaro…

What is Viral Advertising? • A.k.a “viral marketing” • Communication process that uses preexisting social networks • Promotional method to increase brand awareness • Functions in a self-replicating manner

Where did it come from? A little history… • 1994 - Early writer on idea of Viral Marketing • Douglas Rushkoff (media critic) • Book: Media Virus. • Explained the process as having “exponential growth” • 1996 – Term coined by a professor, • Jeffrey Rayport, Harvard Business School • Article: “The Virus of Marketing” • Magazine: Fast Company Source: Wikipedia “Viral Marketing” article. http://en.wikipedia.org/wiki/Viral_marketing#_note-5 Feb. 22, 2008.

What is Viral Advertising? • A.k.a “viral marketing” – A more general term in respects to actual practices, media use, methods, etc.

What is Viral Advertising? • A.k.a “viral marketing” – A more general term in respects to actual practices, media use, methods, etc. • Marketing – Total steps involved in the process of transferring goods/services from seller to buyer

What is Viral Advertising? • A.k.a “viral marketing” – A more general term in respects to actual practices, media use, methods, etc. • Marketing – Total steps involved in the process of transferring goods/services from seller to buyer • Advertising – Communication toward awareness of the good/service (usually from seller to buyer)

What is Viral Advertising? • Communication process that uses preexisting social networks • Word of mouth • “Studies have shown that a satisfied customer will tell an average of three people about a product or service she likes, and eleven people about a product or service with which she had a negative experience.” Source: The Secrets of Word-of-Mouth Marketing "How to trigger exponential sales through runaway word of mouth“ George Silverman, Amacom 2001

What is Viral Advertising? • Communication process that uses preexisting social networks • Digital Word of mouth • Internet • E-mail • Websites • Chat rooms • Video • Mobile telephones • Smart devices • Gaming

What is Viral Advertising? • Promotional method to increase brand awareness • Yahoo! • Anheuser Busch • Volvo • Burger King • Long John Silver’s • Blackberry

What is Viral Advertising? • Functions in a “self”-replicating manner • “The key to effective viral: Create and execute an idea that's intriguing enough to get consumers to interact.” Source: Theresa Howard, USA TODAY. http://www.usatoday.com/money/advertising/2005-06-22-viral-usat_x.htm. February 22, 2008

Viral Advertising: Two Types • Voluntary • Videos • Funny • Entertaining • “Daring” quality • Fw: • Chat room topics • Involuntary • Email • Smart devices • Yahoo! • Blackberry

Viral Advertising: Real World • Digital Word of mouth • Internet • E-mail • Websites • Chat rooms • Video • Mobile telephones • Smart devices • Gaming • Companies • Yahoo! • Anheuser Busch • Volvo • Burger King • Long John Silver’s • Blackberry

Viral Advertising: Real World • Digital Word of mouth • Internet • E-mail • Websites • Chat rooms • Video • Mobile telephones • Smart devices • Gaming • Companies • Yahoo! • Anheuser Busch • Volvo • Burger King • Long John Silver’s

“Semi-Pro” – Spin-offsAnheuser Busch • Using YouTube • Official movie trailer • Superbowl XLII commercial • Bud Light “Jackie Moon” commercials • Old Spice “Jackie Moon” commercials (“All 8 versions”)

The Shrimp Buddy CampaignLong John Silver’s • http://www.shrimpbuddy.com/ • Watch the flick

Viral Advertising: Real World • Digital Word of mouth • Internet • E-mail • Websites • Chat rooms • Video • Mobile telephones • Smart devices • Gaming • Companies • Yahoo! • Anheuser Busch • Volvo • . • Long John Silver’s • Blackberry

Burger King: Chicken Fight • http://www.cpbgroup.com/awards/chickenfight.html Crispin, Porter + Bogusky advertising agency

Understanding Viral Marketing / ADVertisingGreg O'Toolewww.otoole.info The end.

Viral Marketing / ADVertising