Viral Marketing Case Study - Evian : Roller Babies

Viral Marketing : Roller Babies (Part III)



The success of Roller Babies shows the important of viral marketing on the web. Consequently Evian launched different videos about Roller Babies. For example Roller Babies Make of & Roller Babies interviews that constantly spreading marketing message in order to continue the popularity of Roller Babies and the brand awareness.

Moreover, roller babies have been aware on the web so Evian integrate it into traditional marketing campaigns. In June, 2010 Evian announces a new sponsorship deal with Russian tennis glamour girl Maria Sharapova dressed in a white t-shirt with Roller Baby body printing. The sponsorship announcement and video have been launched on the web and spread quickly. Although it is not successful as Roller Babies, it illustrates that Evian is taking more marketing campaigns in viral marketing approach via Internet in order to increase brand awareness and value.



Source: http://09825420s.blogspot.com, Sassybella.com

Advantage and Disadvantage for "The Best Job in the World" campaign

Viral Marketing Case Study (SPD4290) -

The Best Job in the World

by Tourism Queensland

in January 2009 

Advantage

Success in generating valuable PR and non-paid media coverage & reach a large audience in a cost-effective way

Tourism Queensland (TQ) broke the story via traditional media and then sustained the viral through social networks including YouTube, Twitter, and Facebook. The website for the contest received a million hits the day after it was launched. By the time the campaign was done it had attracted 34,684 applicants from 201 countries and generated over $150 million worth of international publicity (including a BBC documentary), all on a $1.2 million budget.

Disadvantage

Traffic can overload your hosting bandwidth
After campaign announcement, the million hits crashed the site. In 30 hours they had 400,000 new visitors and one million hits on the second day.  TQ brought it back up it was hosted on 10 Web servers, the maximum number of servers possible, to fix the problem.

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

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