This document provides information about Toshiba's viral marketing campaign objectives. It discusses Toshiba as a brand, highlighting its innovation. It outlines the campaign's goals of working with creative teams to produce viral videos that create desire for Toshiba products and sell items. The target audience is identified as those interested in technology and media. Successful viral video features discussed include humor, playfulness, mystery, online/offline integration, and personalization. Examples are given of past successful viral marketing campaigns.

1. TOSHIBA VIRAL PROMO COMPETITION 2010 briefing information

2. I WILL TALK ABOUT about toshiba latest products branding project objectives target audience what we like

3. ABOUT TOSHIBA small and old 5’ 71/2” employee at toshiba since 1987 big and old 1875 204,000 employees relatively unknown, but think a cross of siemens and ge and sony

4. OUR PRODUCTS

5. PRODUCT RED THREAD experiencequality valuequality masterpieces all aboutthedetails counter „geiz ist geil“ mentality

6. THE TOSHIBA BRAND modern, human, restless innovationis a journey, not a destination

7. HOW IT IS ARTICULATED IN FILM: SOME EXAMPLES 2008 2010 2009 2007 1st 360 degreevideoshoot world‘shighestcommercial 1st stop-motion 3d commercial

8. WE TRY TO DO THINGS NEVER SEEN BEFORE

9. PROJECT OBJECTIVES work with highly motivated and innovative teams get fresh perspectives on brand spirit produce creative viral videos for online use sell stuff by creating desire for toshiba products

10. TARGET AUDIENCE gadget freaks media moguls film freaks creative tribes marketing and communication media entertainment fashionista your friends and family, who will tell their friends and families, who will tell their friends and families

11. WHAT WE LIKE all videos should have one common aim: a strong value-exchange with the audience the currency: the stuff stories are made of humour play mystery thrill romance etc some features seems to work on online viral videos encourage interaction be playful integrate online and offline allow users to personalised treatments

12. INTERACTION find inventive ways to involve viewers with your content. Most online video series generate the majority of their views from original content, but reach can be extended by more than 30% with help from viewers copying and sharing your clips. one we like is the Tippex campaign that featured the video “Hunter Shoots a Bear”. Viewers are invited to write whatever they want into the whited-out area of the interface and click play to watch as the hunter does what they say. www.youtube.com/tippexperience

13. PLAY what makes an viral video more likely to succeed is the properly created playful environment. the “Play” element is usually effective because: Motivation: we need no motivation to play: we love playing. Engagement: play is an activity that we engage in for enjoyment. A game produces flow. When we play, we are deeply involved a playful element interrupts the user in his browsing to make him want to engage in the process and share it further on. Samsung HD phone campaign is a brilliant example of optical illusion that challenges the viewer to find out how it was made.www.youtube.com/watch?v=L_8BZLhBNyU www.dothetest.co.uk a social campaign by the Mayor of London is another good example www.youtube.com/watch?v=Ahg6qcgoay4&

14. ONLINE/OFFLINE INTEGRATION engage people during their daily life, involve them in a disruptive / unexpected process and make a viral video out of it, has proven to be successful in many cases an great example is given by the T-Mobile Dance. In a busy London rail station, something unexpected happened. Music began to play over the loudspeakers. Someone began to dance. The beat changed and 'by-passers' joined in.www.youtube.com/watch?v=VQ3d3KigPQM another good example is given by the Volkswagen campaign ‘The Fun Theory’. The concept of the campaign is that the easiest way to change people's behaviour for the better is by making it fun to do it. According with this motto they create a virtual piano to convince people to use stairs instead of the escalator www.youtube.com/watch?v=2lXh2n0aPyw

15. PERSONALISATION many examples seen so far would improve their sharing and engagement potential if they added an element of customization through their consumption these videos become different and personal according to the viewer interaction with them. This aspect is can often be found in those digital artistic works which are by definition incomplete until the very moment when the viewer is approaching it. a very popular example is the Swedish Hero Campaign. The campaign is by Radiotjanst, the organisation behind collecting the license fee for TV and radio in Sweden. In an effort to encourage young metropolitans to pay the fee they came up with a ‘thank you’ video praising the subscribers http://www.chrisrawlinson.com/2010/02/radiotjnst-hero-viral-brief-case-study/

16. BUT WHAT DO WE KNOW?CREATE YOUR OWN RECIPE

17. Q&A ON BRAND?ON OBJECTIVES?ON OUR EXPECTATIONS?