Viral Marketing Case: "Avatarize Yourself" - Part II

Viral marketing is a useful strategic and tactical tool in any promotional model. It is a speedy method of transmitting message via the web. Basically, the duration of a film showed in cinemas is just about few months. How to make the exposure of the film's messages grow exponentially must be the most important aspect for a movie. In this sense, viral marketing is a useful tool for promoting Avatar.

The film Avatar cooperated with McDonald's to create and promote this online application not only because it can reduce the promoting cost, but that can let people likely to be a part of the movie. When the user uploads his/her photo in the web site, it can create his/her sole picture that is different from the others. This individualization leads the users feel interested and then they are willing to send to their friends. Thus, once the viral marketing launched, the viral message does not require any resources input from the originating organization.

This viral marketing campaign not only bring a great box office record for the movie, but that benefits McDonald's for short term revenue and buzz.

Reference: http://www.avatarizeyourself.com/

Source: alvin chan

Viral Marketing Case: "Avatarize Yourself" - Part I

An application Avatarize Yourself, that promoted by McDonald's, suddenly became a hot issue in the internet. Likely everyone wanted to upload a picture in the website avatarizeyourself.com and become a member of "Pandora" nation Navi.



In fact, there is no Chinese version for this application Avatarize Yourself as McDonald's promoted this campaign in Europe only. However, there are many curious Chinese movie fans tried to use this website to turn him/her into an Avatar. They also posted many messages in the forums to share these interesting experiences with others. Besides, some of the users even more uploaded his/her photos in the Facebook as his/her own profile pictures.

On 18th of December, Avatar film was on show. At that date, when used Google to search the word "McDonald's", it was automatically linked up with "Avatar". Also, there were 1,600 search results in Chinese in Google and that cannot be found the day before. It can reveal that this campaign was so successful.



Reference: http://www.avatarizeyourself.com/, news

Source: alvin chan

The best job in the world or a clever viral campaign??

Viral Marketing Case Study (SPD4290) -

The Best Job in the World

by Tourism Queensland

in January 2009 

Objective

This online PR and viral marketing campaign's goal was to get 400,000 new visitors to “THE BEST JOB IN THE WORLD” website over the course of the one-year campaign.

Result
Tourism Queensland's (TQ) “Best Job in The World” viral marketing campaign drew over 34,000 applications, from more than 200 countries, for the post of caretaker of the Islands of the Great Barrier Reef. This online PR and viral marketing campaign attracted worldwide attention, more than 1,100 entries from nearly 37 countries.


This campaign has been generated more than $106 million worth of ad value for worldwide publicity and 627 million media impressions in the U.S. and Canada alone. Also, the online viral marketing has been rated as one of the 50 best publicity stunts by the PR Company Taylor Herring. Estimated media coverage is valued at over AUD$400 million includes CNN stories to BBC documentaries, and Time magazine articles.


A social networking frenzy ensued with 336,000 Facebook-referred website visits, more than 3,170 @Queensland followers on Twitter and over 338 members on the campaign’s Wiki. By March 18, 2009, the website had 6.7 million visitors, with 26 percent of visitors logging in from the U.S. Over 423,000 people (including 210,000 from the U.S.) voted for their favorite top-50 finalist.

Source from:

http://www.tq.com.au/

http://en.wikipedia.org/wiki/Viral_marketing

SPD4290 Viral Marketing by Wild Group

SPD4290 Online Viral Marketing
http://jeffbullas.com/2010/02/22/how-to-run-a-successful-social-media-marketing-campaign-case-study

Cadbury Eyebrows- Cons of Viral Marketing

The main disadvantage in here have a high-risk marketing communications technique because of it requires significant initial investment in the viral agent & seeding. Therefore, not every commercial campaign willing invests to use viral marketing.

In this Cadbury –eyebrows video, audience will doubt their children behavior (learn the eyebrows dancing) or fed up the beat of music when they can hear this ring tone in everywhere. If made badly, audience may be received too much message about this Cadbury message/ promotes via internet. They will also receive span or virus issue once the viral marketing out of control. All of problem will affect brand reputable and make a negative sentiment.

Resource by ViVi Blog

Cadbury Eyebrows- Pros of Viral Marketing

The main advantage of viral marketing is an effective viral agent can reach a large volume of audience under a cost- effective / different status. The opinions of peers, friend or family also are a main highly influential in viral marketing.

In this case, Cadbury campaign is successful to use viral marketing tools to increase their brand awareness and news to get audience to talk about Cadbury product. Cadbury create this interesting and amazing entertainment video under cost effective to get a high efficiency promotion in the world. This video had already attracted over 4.5 million audience to view and know their product in short-term. They also get positive message to people enjoy their communications as much as they enjoy the chocolate.

Resource by ViVi Blog, Buzzle.com

Viral Marketing - International case "Hotmail.com" (PART I)

Hotmail.com is one of the first free web-based e-mail services. The strategy is simple:

1. Give away free e-mail addresses and services,

2. Attach a simple tag at the bottom of every free message sent out:" Get your private, free e-mail at http://www.hotmail.com/"

Here's what it looked like:

__________________________________________
Get Your Private, Free E-mail from MSN Hotmail at:
http://www.hotmail.com/

and,

3. Stand back while people e-mail to their own network of friends,

4. Who see the message,

5. Sign up for their own free e-mail service, and then

6. Propel the message still wider to their own ver-increasing circles of friends and associates.

Hotmail's practice was to append an advertisement of itself on each message that is sent using their service. When a recipient gets interested and clicks on the ad, it will lead to hotmail's website for him/her to signup. This will go on and on, and the growth is similar to an exponential curve.

In the first 18 months of being in business, Hotmail.com garnered 12 million subscribers with a total marketing budget of less than $500,000. That's a new customer acquisition cost of 4 cents per customer!!!

source: Xcellent marketing , 09800530S.blogspot.com , hotmail.com

Viral Marketing Case Study - Evian : Roller Babies

Viral Marketing : Roller Babies (Part I)

01st July, 2009 Evian adopted viral marketing approach to launch its Live Young campaign, Roller Babies video that started from the web and youtube. The video, which jokingly illustrates the youthful effect Evian mineral water, has on the body by showing a bunch of babies roller-skating. The adorable babies video speedy spread in large number on internet, discuss group, Facebook and even the traditional news program.

According the statistics from Neilsen and Youtube, there were almost 5,000,000 views of this video in only 5 days. Through 09th November, 2009 Evian’s Roller Babies has racked up a total of 45,200,000 online views worldwide, 1,000,000 comments and 500,000 Facebook fans across a number of Roller Babies fan page. In addition, as a video advertising, CCTV’s, TVB Peal & Jade, New Zealand etc evening news programs have reported it a new “viral marketing” for success.



The video of Roller Babies has forwarded in a large percentage recipients to another large number of friends quickly. Evian is a great successful example of adopting viral marketing approach to increase brand awareness and sale.


Source: http://09825420s.blogspot.com/ , www.emct.cn , www.emkt.com.cn