International Case- Cadbury Eyebrows

Cadbury Eyebrows In Viral Marketing

Cadbury is a British confectionery company which I consider that they are a very successful viral marketing campaign. Have you seen the Cadbury advertising collection as before?

In 2009, Cadbury create Eyebrows advertisement which it’s a funny and creative video although somebody doesn’t know what new product or message they are launched. However, Cadbury company success to achieve their “Viral Marketing” effect.

This Eyebrows advertisement is features two children, stay at studio to move their eyebrows up and down to follow the beat of music. Until the end of this advertisement to launch their product- Cadbury Dairy Milk chocolate and show off the slogan of campaign “A Glass & A Half Full Of Joy”. Cadbury via this advertisement hope audience enjoy watching it and enjoy their chocolate product at the same time.

This creative advertisement has been viewed over 4.5million times on YouTube within three weeks. Target audience can through the different type of viral marketing tools to search the message or information e.g facebook, twitter and free download the ring tone to keep in mind Cadbury campaign.

Cadbury not only direct sales the products to their target audience and they adopt funny, gimmick to make hot talking point in viral marketing in order to increase Cadbury brand awareness and sales profit.

Resource by Wild Group:http://09803022s.blogspot.com/, Cadbury Global

VIRAL MARKETING case study - Dove Evolution by Ogilvy & Mather, Toronto in 2006

This viral marketing video 'Dove Evolution' shows a fairly common woman who made up by make-up artists and photographers to be a beautiful model. The final shot is of this model on a billboard with the line saying 'No wonder our perception of beauty is distorted'.

'Dove Evolution' a 75-second viral film created by Ogilvy and Mather, Toronto, was uploaded to YouTube in 2006. The clip generated more than 44,000 views within its first day of release, more than 1,700,000 views within the 1 month, and more than 12,000,000 views within the 1 year. The advertisement was noted for the discussion on such broadcast television shows as 'The View' and 'Good Morning America'. It caused the sudden traffic spike the site 'campaign for Real Beauty' has enjoyed from the viral success of 'Dove Evolution' film.


Source: http://09819529s.blogspot.com/

http://www.ignitesocialmedia.com/

The Best Job in the World

Viral Marketing Case Study (SPD4290) -

The Best Job in the World

by Tourism Queensland
in January 2009

Tourism Queensland's (TQ) was launched a groundbreaking “THE BEST JOB IN THE WORLD” campaign which is an online PR and viral marketing phenomenon that has generated worldwide attention.


Conceived by TQ and its Brisbane-based ad agency, CumminsNitro Brisbane, it was executed in the US and Canada by Quinn & Co. The concept was simple:


Interested candidates would need to post a one-minute video application on TQ’s website explaining why he/she should be chosen as caretaker of Hamilton Island on the Great Barrier Reef. The job would be a six month contract paying AUD$150,000 with a base on Hamilton Island in a rent-free luxury home and the opportunity to explore Queensland and blog about these experiences.


The story broke on 12 January 2009 in the UK with coverage in every daily national newspapers, plus interviews with TQ’s UK regional director on GMTV, BBC News, BBC1, CNN, GMTV, Channel 5 News on day one alone, plus radio interviews on national and local stations.


The selection process would include wildcard voting by the public and an interview in Queensland for the final 16. The final applicant would commence on 1 July 2009.

Source from:

http://www.tq.com.au/
http://en.wikipedia.org/wiki/Viral_marketing
SPD4290 Viral Marketing by Wild Group
SPD4290 Online Viral Marketing

Definition of Viral Marketing

Viral Marketing (Buzz marketing) is the rapid spread of a message about a new product, service or information, in a similar way to the spread of a virus. It describes any strategy that encourages individuals to pass on a marketing message in a large percentage and recipients forward something to a large number of friends, creating the potential for exponential growth in the message’s exposure and influence.

Viral marketing can be by word of mouth, but particularly common on the Internet, where messages can be spread easily and quickly to reach millions of people.

The Internet offers significant potential for viral marketing. It is not only the effectively spread of a message quickly but also relatively inexpensive to growing popularity. Sometimes, it can be more believable than standard advertising because people are telling their friends and consequently putting their comments or reputations on it.


Source: http://09825420s.blogspot.com, USA Today

Definition of Viral Marketing

In Internet and online advertising viral marketing is a type of marketing technique that relies on and encourages people to pass along a marketing message by word-of-mouth (or word-of-e-mail) marketing. Viral marketing online uses blog and social networks to produce positive word-of-mouth brand awareness.

The advantages of viral marketing are low costs, great reach, high credibility, high efficiency and the possibility of continuous campaign adjustments.

The downfalls of viral marketing include the extent of the reach of failed campaigns, the lack of control, risks that the viral message is perceived as spam and the limited possibility for segmentation. One of the things you definitely want to avoid is people being so repulsed at the message (either the words are sick or the images are disgusting) that they do not pass it on, and in fact consider the topic negatively in the wrong way.

source: 09800530S.blogspot.com , webopedia , witiger.com

The definition of VIRAL MARKETING

Viral marketing accelerates word of mouth online by harnessing the network effect of the internet.

Viral marketing generates traffic through word of mouth such as encouraging recipients to tell the friends. E-mail can also be used to pass on the message (text or video) to friends or colleagues. People also can discuss the issue in a social network. It is just a funky way of saying “word of mouth” internet marketing. That marketing message may be simply brand promotion or advertising for a particular service, product or business.

Viral marketing or viral advertising that goes by serveral different names but mainly the term simply means to spread something online like a virus. It is an excellent method for building (permission-based) email databases or creating awareness of new products. Providing a strong incentive of people to play a game (e.g. a prize or discount) and to pass it on (competition with friends) is an important component.

Source: http://www.avatar.w.nz/viral-marketing.html http://09819529S.blogspot.com

What Is Viral Marketing?

What Is Viral Marketing?

Viral marketing is exploit the network effect of the Internet and it can be rapidly transmits the marketing message to a larger number of people/netizens via same way as a natural virus or computer virus. It’s effectively an online form “Word Of mouth” communications, somebody also call this “buzz marketing”.

Definition of Viral Marketing

The definition of viral marketing is promoting information, service, products or entertainment that other customers are coerced to provide other friends, colleagues & family. It also depends on a high pass-along rate from person to person. Viral Marketing are effective an online form of word of mouth and transparent communications. For instance, if I pass-along e-mail or web-link to forward these e-mail to 10 people, who in turn forwarded that e-mail to 10 people. Here may be over 10 people or a thousand people/ netizens can read these message.

Nowadays, most of people will using this communication tools to create an effective viral marketing campaign or brand name awareness for a product or a service.

General type of Viral Marketing:

i) Pass-along e-mail viral
ii) Web-facilitated viral (e-mail prompt)
iii) Web-facilitated viral (web prompt)
iv) Incentivised viral (e.g Facebook- Happy Farm)
v) Web-link viral (e.g. discussion group postings/blogs)

Resource by http://09803022s.blogspot.com/, Marketingterms

Definition of Viral Marketing

Viral marketing is also called buzz marketing (or word-of-mouth) and network marketing. It describes any marketing strategy or tactic that encourages individuals to pass on a marketing message to others. Successful execution means the message's exposure grows exponentially - like a virus and hence the word viral.

Viral marketing is a clever idea, a game, a shocking idea, or a highly informative idea which makes compulsive viewing. It can be a video clips a TV ad, a cartoon, a funny picture, a poem, song, political message, or a news item. It should be amazing and with perceived value that can make people want to pass it on. Finally, the originator of the message can benefit from its propagation.

Viral marketing highly depends on the pass-along rate from person to person. If a large percentage of recipients forward a message to a large number of friends, the snowballs can grow very quickly and can create unexpected outcomes in a short period of time.

Reference: Chaffey, Ellis-Chadwick, Mayer and Johnson, 2006 Third Edition, Internet Marketing Strategy, Implementation and Practice, Viral Marketing, P.400-401

Source: alvinchan

What is VIRAL MARKETING?

Viral marketing (buzz marketing) definitely has a place in the business world today.  It is cheap, and with clever ideas people can really take advantage of the viral characteristics and potential of social media and the search engines.

Definition

Viral Marketing is effectively an online form of word-of-mouth communication to communicate marketing message that harnesses the network effect of the Internet and can be effective in reaching a large number of people rapidly as a marketing message is rapidly transmitted in the same way as a natural or computer virus, facilitated by different media, such as email and websites. When successful, results in exponential growth.


When planning integrated campaigns, it is important to note that a successful viral marketing creates “buzz” as content is uniquely engaging and causes the online #viral affect that can be amplified through offline media mentions or advertising either on TV and radio or in print.


From a practical point of view, online viral marketing involves generating word-of-mouth and links through to a website, like as part of online PR.

Remarks

# Viral effect - people will discuss online or offline and more people will become aware of or interact with the brand campaign.
 Sources from:
Chaffey, Ellis-Chadwick, Mayer and Johnston. (2009). Internet Marketing – Strategy, Implementation, and Practice
 SPD4290 Online Viral Marketing