Professional Documents
Culture Documents
Viral Strategies Buzz Marketing 54673 9219
Viral Strategies Buzz Marketing 54673 9219
Emakina Academy
Welcome
Brice Le Blévennec
President
Emakina
About Emakina
Emakina is the leading independent Belgian web agency.
Volkswagen Beetle
Volkswagen Polo Fox
Buzz
Message:
Hi Fred,
Could you ask the people you know if they have a job for
me? That would be super!
Vodafone live!
Ugly Duck
Proximus 3G
Context
– Proximus presents Vodafone live!
– Summer 2004, from June 21 till July 22
– Launch of Vodafone live!
a new product from Proximus
– Only for Proximus customers
Context
– Vodafone live! vs. WAP
– Unique integration of exclusive
multimedia services
• Intuitive & enjoyable
multimedia experience
• Exclusive content:
tones, games…
– Customized handset
# No more technology,
but a real lifestyle proposition!
Context
– Why Internet in the media plan?
TV spot
TV spot youngsters
Image postering
Proximity postering
Magazines
Internet
• P2P communication as
heart of the campaign
1. Exclusive content
The message • The handset/the
Vodafone live! menu as
2. Lifestyle mode 1. Intuitive & enjoyable “access point” + usage!
multimedia
experience • Easy (!), fun, lifestyle, no
2. Better relationships tech atmosphere: in line
3. Customized
handsets 3. More freedom for the with the target
users
• Viral marketing as “part of
the game”
4. For Proximus
customers only
The Concept
“One day in your life with…”
(how Vodafone improves your daily life)
Scenario
• 2 characters: a woman & a man
• We see them in different places during the day:
each place/moment is to show the relevancy of Vodafone live!
• The final destination is a place of fun, colors, sounds and friends…
# THE perfect opportunity to create viral…
Marketing description
• Catalogue view of the 4 pillars:
tones, games, MMS, fun & info
Handsets
• Description + call-to-action
Creative Approach
Awareness also means consistence & coherence
– Specific photo shooting for the website + webvertising
– Vodafone visuals for products to stay consistent
with offline creatives
– Lifestyle:
easy, fun, entertainment, user-friendliness
The Campaign
– www.proximus.be/vodafonelive
Scenario:
the game/contest
Marketing
description
Handsets
Promote
Proximus
Marketing
description
° Presentation of
the Vodafone
live! experience &
services
° Description of
the 4 pillars
° High-level
presentation, to
stimulate traffic to
live.proximus.be
The handsets
° Presentation of
the 3 Vodafone
live! handsets
° Call-to-action to
live.proximus.be
The campaign
– Scenario: game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
1 Conversations/
interactions via 2 Different
the handset
places/moments:
- Opportunities
to discover
Vodafone live!
3 Final destination:
- Gathering/
member-get-member
The campaign
– Scenario : game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
1 Conversations/
interactions via 2 Different
the handset
places/moments:
- Opportunities
to discover
Vodafone live!
3 Final destination:
- Gathering/
member-get-member
The campaign
– Scenario : game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
1 Conversations/
interactions via 2 Different
the handset
places/moments:
- Opportunities
to discover
Vodafone live!
3 Final destination:
- Gathering/
member-get-member
Ringtones
Mobile gaming
Photo/MMS
Fun & infos
Also …partners
Also … TV ad
The campaign
– Scenario : game/contest
– Play our game to discover the Vodafone live! experience
– Win exclusive Vodafone live! handsets
1 Conversations/
interactions via 2 Different
the handset
places/moments:
- Opportunities
to discover
Vodafone live!
3 Final destination:
- Gathering/
member-get-member
Key Figures
160.000 visits
135.000 unique visitors
700.000 pages views
60% Proximus
26.000 participants
40% non Proximus
1. 2.
The viral function is The viral component happens on the
fully integrated in the campaign same mode as the rest of the
campaign
• Not just a “nice to have”
• But highly relevant…: a place to • Participants are busy playing with
share, communicate and have the handset since the beginning of
fun…with friends the game: the target is “hot”…
3. 4.
Launch of a new and exciting product An attractive content
• New product: curiosity & interest • The carrot: mobile phones to win
• Huge buzz and impact due to the + free SMS/MMS
whole campaign • Fun and relaxing atmosphere
Objectives > Were they met?
! Create awareness for Vodafone live!
! Reduce the technology perception
by replacing it by a lifestyle proposition!
! Call-to-action to purchase a Vodafone live!
handset/content
! Increase brand preference for Proximus
through differentiation
! Increase leadership and innovation perception
of Proximus
# YES!
Case Studies
Proximus 3G
Case Studies
Find My Goblin
Goblin Blog
Welcome
Watch PPT
Play Movie
Goblin as Carrier
– New icon
– Sprite Goblin is the new product icon
– Build a new communication platform around the
Sprite Goblin
– Rationale
– The goblin is a proprietary and likeable icon
(completely weird, strange and unconventional
but cool) that enables them to trust their abilities
to make right choices.
– It represents the unconventional and
unexpected Sprite has in itself.
– Brand effects
– astonishing, excentric, delirious, unexpected
– trendy, modern, contemporary
– cool, likeable
Sprite Goblin > Plan OST
Research Objectives Strategy Tactics
• Complicity Reveal
• PR campaign
• Sprite website
• Banner campaign
Boost
Emakina Strategy > Campaign Phases
Teasing
– Strange creature has been lost; call for help launched
– People report sightings and photographs of the missing goblin to
the website; the best ones published on the site
– Websites, emails, blogs continue to relay this info, adding more
credits to the facts
Reveal
– Young boy discovered a strange creature in his fridge
– Video ad in avant premiere on a website
– Everyone understands it is all about the Sprite light goblin
– PR campaign, “Strange News” fake newspaper
Boost
– internet site + experiential marketing continue to relay exceptional
and incredible news about the goblin and incite to pass the word to
friends
Emakina Strategy > Campaign map
Forums, blogs
Friend’s
blogs
WK4 17-21 WK5 24-28 WK6 31-04 WK7 07-11 WK8 14-18 WK9 21-25
GO copy site Webcam
email Game email vid 1
Massive Bannering
posters vid 2
Street guerrilla
Reveal www.sprite.be
Awareness
Online Teasing
WEB EMAIL
– Fake amateur site – Chainletters via email
– Mysterious photographs & movies – ‘Keep Me Updated’ function
– Webcam recordings with shocking – ‘Send to Friend(s)’ function
element – Dissemination of top-topical
– Fake editorials manipulated photos
– Funny picture and email publication PHONE
– Mobile phone answering machine
– Regular updates of site with new
– Creation of fake blogs on MSN, sightings, SMS, voice messages, ...
Skynet, Redbox and other BTL
– Fake discussion on major Belgium – Wild Postering
forums – Guerrilla Marketing
– Purchasing Google keywords – Poster for download
– Continuous Blogging PR
– Fake Newspaper
– TV coverage: TMF, PlugTV
Like any
other
“missing pet”
CREDIBLE!
Semi-prof
design
Call for
Supporting assistance
material
Mystery
Email
functions
How to help
Shocking
video
Sexy
Jessica
Sprite Goblin > Kick-off & Growing
other msn/spaces
SUPPORT MAIN
http://homepage.mac.com/brice21/ http://spaces.msn.com/members/lostgoblin
http://www.brice.org SUPPORT
http://spaces.msn.com/members/dendave
http://www.findmygoblin.be
CONTROLLED FORUMS
GENERAL FUN FORUMS STUDENT FORUMS
http://communication.skynet.be/index.ht www.pureesoiree.be studiant.be
ml?or=menu_forum&l1=communication&l zattevrienden.be …
2=forum&l3=home (Insertions queued for publication) (Heavily moderated)
Categories: old friends, blogs, lost&found,
animals, …
Sprite Goblin > Some SMS Collected
- My name is izzy and i'm from new
zealand. The goblin you are
- on a retrouver ton goblin!! enfin on
actually
la vu passé devant nous a - Si tu ne retrouves
pas to
looking for is mine. He used ton goblin, j'en
jambes! on y croyais pas! puis on a vu
live with me back home. I ai un a adopter. Il
won't
ton affiche!! mon num c 049793 s'apelle
give
77836 www.skynet.be (+32 477 200xxx) hime back. HE'S MINE (+32 Bento.
473 21 Mais
xx il est
Vergeet me nietjes laan 1246)
bus 14 liégeois. (+32 494 60
- WHERE IS 82
YOUR
xx)GOBLIN
bij hermus (+32 476 89 06 xx)
? (+32 486 24 07 06)
B3
B2
B1 B1
A3
A3
A1
Friends of A
4
A2
receivers 4
A
Believer #A Offliners
Supporters has blog
Banners
Results vs Expectations
Some Figures
Viral Campaign Sprite Site
Running time 6 weeks 8 weeks
Unique Visitors 120’971 55’220
Visits 141’448 62’381
Page views 448’831 101’806
Results
- 20.000 unique visitors
- Average visit length: 19 min.
Case Studies
Ugly Duck
Content of this document
– Strategy & concept
– The teasing phase
– The reveal phase
– Emakina’s conclusions
– Appendixes
1. Strategy & concept
1. Strategy & concept
– Strategy: a campaign with two phases
– Be the first on the market while not revealing the offer
° Objectives: ° Objectives:
=> Create curiosity => Visibility
=> Be the first => Trial
(vs. Simyo)
1. Strategy & concept
– Creative approach by Emakina:
1. Teasing phase 2. Reveal phase
° Message: ° Message:
the “no frills” aspect focus on main offer
is the entry point features
Pasdechichi.be /
Geentralala.be
minisite
– The following slides contain the “text ads” that had been placed on
Skynet.be & on MSN.be to promote the teasing minisite
28/07/2005 www.pureesoiree.be NL submit griffe_nl.swf Dude, don't pimp my car (link) Bald guys should NOT try to pick
form up chicks…
28/07/2005 http://www.studiant.b NL submit strip_nl.swf Zoals ze in 't Engels zeggen "Is that a gun in your pocket or are
e/forum form you just happy to see me?" - (link) - 't Zal wel weer een of
andere reclame zijn maar toch goed gedaan…
– Here, the quality of the viral campaign had a far more important
effect than bannering
Geentralala.be: Bannering
no content on Skynet
anymore, & MSN
becomes a redirect
to UglyDuck.be
Best CTR
Imp. CTR
régie site Clicks DAD for CTR real
Reçues benchmark
Format Proximus
MSN MSN HP IMU 1.038.756 4.010 0,4% 0,6% 0,4%
Leaderboard 524.266 2.978 0,16% 0,4% 0,6%
Leaderboard expandable 714.161 36.475 0,29% 3,3% 5,1%
Overlayer 160.605 8.805 2,18% 13,8% 5,5%
MSN entertainment Skyscraper expandable 192.057 1.525 0,29% 1,7% 0,8%
Messenger Mini banner 18-34 2.915.647 17.029 0,5% 1,2% 0,6%
MSN Total 5.545.492 70.822 1,3%
Skynet Skynet HP IMU 414.260 2.459 0,4% 0,6% 0,6%
Leaderboard 114.234 603 0,16% 0,4% 0,5%
Skyscraper 175.581 342 0,23% 0,4% 0,2%
Skyscraper expandable 628.949 1.533 0,29% 1,7% 0,2%
Skynet ROS Skyscraper 190.036 380 0,23% 0,4% 0,2%
=> Exceptional high resultsSkyscraper
thanksFREE to Emakina1.547.153
creatives!!
3.172 0,23% 0,4% 0,2%
Skynet Total 3.070.213 8.489 0,3%
Grand Total 8.615.705 79.311 0,9%
4. Emakina’s conclusions
Prelaunch Launch Post-Launch
*Webvertising only with text link on **the CTR will only indicate the number of
Skynet, MSN, Messenger, Hotmail visits through the banners and not the
direct click to the site
4. Emakina’s conclusions: timeframe
– Normal viral campaigns take 1-2 months & require carefully
planned multi-platform presence
Yes By Sodexho
Archive Online
Yes – Gift Voucher
– What Ticket Restaurant is for food, the Yes! will be as gift
voucher for presents, special occasions, … exchangeable in
many prestigious outlets
Buzz Campaign
– A certain Sam Lennov has returned from the future and is
making various predictions on social, cultural and economic
level. Highlights are the prediction of the YES…
Designing a story development … and let the
story evolve to
YES more specific
CURRENCY topics to build
e
a climax
tim
4
geo-political
changed world
2 8
technological economic
changes changes
3
scientific
changes 6
cultural
changes
4
environmental
changes
4
social
2 1 changes
medical time
changes machine
6
entertainment
changes
Sam
We’ll start here, talking Lennov
from a human interest These numbers
level to get the story indicate the proposed
going… number of topics /
weight within the story
Scheduling posts Traffic picks exponential
up and
posts becomes
mainstream
July 2005
Story gets
picked up by
Sam’s friends
Sam leads a quite life Press
coverage
10th planet is and is considering
discovered but not going public with his March 2005 July 2005 July 2005
predicted. However, story but it’s the
this is the realisation coming Tsunami that
that he knows and will kickstart it.
influences the
future…
June Aug Sep Oct
Jan 2004 Oct 2004 Dec 2004 April 2005 2005 2005 2005 2005
time
Ik werk als journalist voor het maandblad Menzo, en in functie Hey Sam
daarvan stel ik u graag volgende vraag: kan ik u ergens zien,
interviewen? Ik begrijp dat u op uw privacy gesteld bent, maar ik kan Met verstomming en met veel respect en
u garanderen dat indien we tot een akkoord komen voor een interesse bekeek en las ik je webpagina’s!
interview, wij uw identiteit (adres, tel.nr., mailadres, …) zeker niet Het is nl zo dat ik reporter ben voor VTM. Nu wil
zullen prijs geven. Ik ben best wel onder de indruk van uw kennis en het toeval dat ik net voor een reportage op zoek
visie op verschillende zaken, maar zou u toch graag wat concretere ben naar verhalen en getuigenissen over leven
vragen willen voorleggen, zonder onze lezer ook maar enige duiding in de toekomst? Mag ik je hierover eens
te geven of u daadwerkelijk uit de toekomst komt of niet .. laten we contacteren (telefoonnummer ofzo). Ik beloof
het beschouwen als een open interview, reclame voor uw blog maar absolute discretie en kijk uit naar je mailtje?
wel in die mate dat we werken met vraag en antwoord. Bovenal: ik Thanks, nog veel plezier hier en nu en hopelijk
begrijp dat u geen foto’s uit de toekomst kan laten zien, maar u tot heel binnenkort.
vermeldt wel enkele voorwerpen, die ik graag eens zou zien .. ik
hoop alvast dat u toch even over mijn voorstel wil nadenken, u kan Morti
mij altijd met een privé-nummer bellen op het nummer:
0496/xx.yy.zzz
met vriendelijke groeten,
Jorn
Reveal Phase
– Sodexho endorsing the campaign
– Admitting the claims made on the archiveonline.be site
Contact us
EMAKINA
info@emakina.com
www.emakina.com
Tel : + 32 2 400.40.00
Fax : + 32 2 400.40.01