1. Understanding Start here…

2. Understanding

3. 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…The Mystery of Dalaro…

4. 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

5. 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.http://en.wikipedia.org/wiki/Viral_marketing#_note-5

6. 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

7. 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

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

9. 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

10. 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)

11. 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

12. 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

13. 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

14. 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

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

16. 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

17. 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, 2008http://www.usatoday.com/money/advertising/2005-06-22-viral-usat_x.htm

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

19. 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

20. 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

21. 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

23. 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

24. 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

26. 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

27. 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

28. 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

29. 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

30. 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

31. 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

32. 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

33. 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

34. 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

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

36. 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

37. The Shrimp Buddy Campaign Long John Silver’s  http://www.shrimpbuddy.com/ http://www.shrimpbuddy.com/  Watch the flick Watch the flick

38. 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

39. Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○. ○ 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

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

41. Understanding The end.