Understanding Start here…

Understanding

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…

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

Where did it come from? A little history…  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. Feb. 22,

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

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

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

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

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)

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

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

What is Viral Advertising?  Communication process that uses preexisting social networks Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming

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

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

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

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. February 22, 2008http://

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

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

“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”)

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

The Shrimp Buddy Campaign Long John Silver’s   Watch the flick Watch the flick

Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○ Burger King ○ Long John Silver’s ○ Blackberry

Companies ○ Yahoo! ○ Anheuser Busch ○ Volvo ○. ○ Long John Silver’s ○ Blackberry Viral Advertising: Real World Digital Word of mouth ○ Internet ○ ○ Websites ○ Chat rooms ○ Video ○ Mobile telephones ○ Smart devices ○ Gaming

Burger King: Chicken Fight  Crispin, Porter + Bogusky advertising agency

Understanding The end.