Viral Strategies and Buzz Marketing

EMAKINA
Buzz Marketing & Viral Strategies and
Viral
Strategies Buzz Marketing

Emakina Academy

Welcome

Brice Le Blévennec
President
Emakina

About Emakina
Emakina is the leading independent Belgian web agency.

We offer the following integrated services
– creative consultancy and graphic design
– web development and IT integration
– e-business and strategic consultancy
– marketing communication services

With an award-winning team of over +80 web experts,
Emakina delivers state-of-the-art projects.

Selected Cases Viral Buzz

Volkswagen New Beetle !
Volkswagen Polo Fox !
Proximus Vodafone live! !
Ugly Duck ! !
Proximus 3G ! !
Sprite Light Goblin + Goblin Blog ! !
Jean Paul Gaultier ! !

Today’s topic

“Viral marketing is like
succeeding in Hollywood:
every actor wants to do it,
only a few succeed.”

Case Studies

Volkswagen Beetle
Volkswagen Polo Fox

Buzz

– A low, vibrating sound
– A particularly intense kind of Word of mouth

Buzz Marketing

A term used in the marketing industry to
describe activities that companies undertake to
generate favorable word of mouth publicity
about products and services

Initial Briefing
Make some animation on the vw.be website to relaunch New
Beetle Cabrio mini-site before the summer

The Idea
Benefit from the notoriety of the "Yeti" game which was one of
the largest buzz on the Internet in 2004

The Concept
The goal is not directly hit the target
but rather to create a rumor that can reach to the target

The Storyline
– The New Beetle Cabrio
assists the penguins
martyrized by the Yeti
– New Beetle Cabrio saves
them and makes them
rebounding on its capotte to
the sea
– Positive wink ;-)

The Game
– Basic arcade game,
easy to understand
– The more you make
rebounds with penguins,
the more you get points
– The more you save
penguins, the more you get
big points

The Game
– The game stops after
having let 4 penguins
falling on the floor or if
you send your car to
water

Design Approach
– Cartoon design
– Fresh interface

Excite the Players
At the end of each part, the player will have the possibility to
send by email a certificate (HTML format) attesting that he
saved a certain amount of penguins

Excite the Players
At the bottom of the certificate the address of the game with an
invitation: "Defy your friends by sending them
the address of the game!".

Excite the Players
A permanent table of high scores is posted on the first screen of
the game in order to stimulate the challenge

A Few Figures
– 5.000 monthly single visits on the mini site
before the game was launched

– 130.000 single visits on the mini site
the month the game was launched

– 12.000 monthly single visits
on the new beetle cabrio mini site today.

– 75.000 players have already registered
their email address !

Campaign Appreciation
– Low cost promotion !

– Email sent to the 40.000 registered users
of the VW e-News (www.vw.be/enews/)
– Bannering on the www.vw.be home page
– Bannering on "Play the Game" site
– Emailing via "Play the Game" list

– Word of mouth did the rest! What a buzz!

New Buzz Campaign in May 2005
– Volkswagen launch new Polo Fox

– 3 week prelaunch buzz & blog marketing campaign
– http://www.tonysheraton.be

– 2 month activation (interactive video) on Volkswagen website
– http://www.vw.be

Tony Sheraton – Chain mail

Message:

Hi Fred,

You told me once that I could count on you if I needed
some help

Well, I think I getting where I want; I’m at the top!

I’m in super-form and my artistic feeling has never been
better!

Could you ask the people you know if they have a job for
me? That would be super!

I also have a website http://www.tonysheraton.be where
they can find more info about me.

Tony S. (" yes, I’m keeping the name)

Case Studies

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

– Former e-campaigns show (pre/post tests) that “WAP-oriented”
products generate good results online
– The average Proximus.be user generates more revenues than the
average Proximus customer

Context
The target: the “connected”
– 61% female, 23% students, 18-35 years old
– Motivation: Social talk, SMS
– Main driver in their life: search (almost compulsive) to be loved and
to be recognised through their social and family contacts
– Characteristics: social, extravert, strongly focused on the “loved”
ones (friends and family)

“Connected are continuously in search of
new ways to communicate, however they find
the current offer of multimedia services
inaccessible in terms of user-friendliness”

Objectives
– 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

Key Message
– Intuitive and enjoyable multimedia experience
– Better relationships
– Vodafone live! offers more freedom to the users

Expectations
– The campaign must be…
– Surprising
– Impactful
– Worthy of a leader

– … and should create
– A hype, with a word-of-mouth effect
– Contagiousness
– A mix of “discovery” (make them want Vodafone live!),
“interaction”, and “awareness”
– A lifestyle experience!

Strategy
Webvertising, in line with the concept and objectives
– High visibility: 23.000.000 impressions
– Creative formats (1st ones in Belgium!)
– Exclusive partnership with Skynet (rebranding GSM channel)
– 2 waves
– Awareness: discover Vodafone live!
– Awareness + contest:
play and win exclusive Vodafone live! handsets

Strategy > Emakina Approach

The Vodafone live! offer The strategy

• 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:

- Questions for the - Be together, share fun
contest moments thanks to
Vodafone live!

- 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:

- Questions for the - Be together, share fun
contest moments thanks to
Vodafone live!

- 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

Viral effect Opt-in
SMS: 65.000 E-mail: 5.000

MMS: 9.500 SMS: 6.500

Why this campaign is good viral marketing

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

Customer : Ides Ticket
Marketing Manager Youth Brands
The Coca-Cola Company

Leading and coaching of Fanta and Sprite brand team
Development of youth brand strategies and innovations

Partner in charge : Brice Le Blévennec
Executive Partner
Emakina

Presentation

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

• No stand alone – Sprite light Holistic plan to Teasing
awareness establish the • Buzz marketing
• Link Goblin- Goblin as an • Viral campaign
Sprite – Goblin interest unconventional
and unexpected • Wild postering
Sprite light brand • Guerilla
• Goblin Role vehicle marketing

• 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

TEASING REVEAL BOOST

Forums, blogs

Friend’s
blogs

myGoblin The SpriteLight.be
site Video site

Street guerrilla Sampling

The entire story stays online even after the reveal
to make it a good read / extra promo

Sprite Goblin > Campaign Timeline
18 21 27 3/2 11/2 14/2

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

“Lost Goblin” site updates + story development No more updates

Forum, blog promotion No more updates

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

Put up your Emotional
own poster! description

Sexy
Jessica

Sprite Goblin > Kick-off & Growing

CONTROLLED BLOGS FIRST UNCONTROLLED BLOGS
redbox skynet PICKING UP THE STORY!
MAIN MAIN
http://redbox.be/findmygoblin http://findmygoblin.skynetblogs.be/
SUPPORT SUPPORT
http://redbox.be/ddave Awaiting approval

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
looking for is mine. He used to goblin, j'en
pas ton
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. Mais il est
473 21 xx
46)
Vergeet me nietjes laan 12 bus 14 liégeois. (+32 494 60
- WHERE IS 82 xx)
YOUR GOBLIN
bij hermus (+32 476 89 06 xx)
? (+32 486 24 07 06)

- Lors d'une promenade au bois de la
- allright dude i found your
cambre ma licorne a été effrayée
gonlin an i'm keeping him 4
par 1 mvement ds 1 bosquet*elle est me you're
partie au galop,j'ai perdu sa
never gonna see his pretty
trace*peut_etre sont ils ensemble,cela face again EVER (+32 486 94
me semble une piste à 97 99)
- G vu un type verdatre
exploiter*bonne recherche*appel moi si
d'environ 80cm faire la
tu as des informations*joannie
planche dans la meuse
(+32 485 27 10 xx)
sous le pont d arches mais g
- - FOUND HIM! WHAT ABOUT t saoul (+32 496 35 89 xx)
REWARD? (+32 478 57 53 xx)

Sprite Goblin > Some emails collected
Bonjour , Je suis sorti hier soir au bowling a Salut Monsieur,
Libramont puis dans une boite a bertrix , je pense
avoir aperçu le goblin sur le bord de la route. Depuis que j'ai vu votre affiche, près du cimetière
C était sur la route entre bertrix et libramont!!!!!!!! d'ixelles, je suis à la recherche de votre goblin... voila j'ai peut etre trouvé
J ai pris peur ne sachant pas si c'était un goblin Malheureusement, je ne l'ai pas encore quelque chose qui pourrait
apprivoisé ou non , je ne me suis donc pas trouvé...Souvent, j'ai eu l'impression de le voir...un peu t'interresser. Ton goblins
arreté..... qcomme quand vous êtes amoureux, vous voyez ? aurait apparement décidé de
Je vais afficher sa photo dans toutes les Vous avez l'impression de voir votre seconde un peu faire un jeu pc.
ardennes belge... partout mais, c'est rarement elle, vous voyez ? a+
J espere que ça portera ses fruits . Bonne chance ciao et bonne continuation
on est tous avec toi!!!!!!!!!! Soit... dans tes recherches
François Vanorm
Je continue mes recherches mais y aurait-il quelque
(Ps :Si tu mets mon mail sur ton site merci de chose de familier qui pourrait l'attirer ? Je ne sais pas,
corriger mon orthographe ) comment l'appeliez-vous dans l'intimité ? Avait-il un
Suis toujour dans une grande vile surnom, un prénom, voire même un nom ?
en Bèlgik Pour l'instant, quand je l'appelle, je crie "GOGOGO,
Il pleut baucoup mais je vais bien GOBLIN..." mais personne ne me répond; excepté
ne t'inquiete pas mes voisins qui commencent à en avoir marre (et qui
Je comprends parfaitement la situation et je vous exprime
trop rigolote l'idée juste pour le fun je valide nuisance sonore, les cons !!!)
m'ont attaqué pour toute ma sympathie concernant la disparition de votre
je t'envoi des photos des que je ...d'ailleurs, même au cachot, les gardiens m'ont dit
gobelin.
peux
Je tiens à retrouver votre Goblin, regarder ds ta cave de disque"...auriez-vous de cela quelques jours, mon troll des Alpes
mais a tu penser a mais j'aimerais
"de changer Sachez qu'il y a éventuellement
savoir dans quelpeut être chez ta petite amie
ou coin vous habitez, le goblin disque à me proposer aussi disparu. Si vous retrouvez votre gobelin, peut-
un a lui ?
PS: pardon pour le verre.
sûrement pas dû trop s'éloigner de l'endroit où il être pourriez-vous lui demander s'il n'a pas des nouvelles
habitait... quoi qu'il en soit que le dieu des goblin soit avec toi votre recherche. Je peux
Merci et bonne m****de mon Poupou (c'est le nom de mon troll). Il est grand, a
dans
adios amigos et que ton but imaginer ce quelle quque de perdre un tel être et je
soit atteint que c'est il soit
un caractère de cochon et ne mange que des bananes
Sinon, ce site, c'est juste un délire ou c'est autre souhaite corage et persévérance. la confiture qu'il accompagne de sodas
vous écrasées avec de
chose ? Parce que payer un nom de domaine pour au cola, pour ne pas citer de est venu un soir
Il marque.
retrouver un goblin... c'est un peu gros :) A bientôt, Bonne chance. nous aider à battre
Tamara des elfes noirs en jeu
Bien à vous. Nicolas PETIT de rôle!!!:) Puis, il est
Franck. reparti comme il est
venu....

Sprite Goblin > Additional Blogs

Sprite Goblin > Spreading the Word
Receivers
B4

B3
B2

B1 B1

A3
A3
A1

Friends of A
4
A2

receivers 4
A

Believer #A Offliners
Supporters has blog

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

Emails sent from site 10’140
Opt-ins 2’582
Spontaneous people contributions
(mails, stories, pictures, videos) 493

Success Ingredients
– Huge fun, new & intriguing factor
– Creative copy writing and visuals
– You should be original when forwarding to friend
– Easy to forward
– Offline and online integration
– Emotional story
– Energy and drive of posters/bloggers is crucial
Selected and motivated underground posters
working day and night
– Credible look&feel (professional amateurism)
Rumour should be believable:
people are credible, corporations not

Goblin Blog
– Starting 6 june
– GoblinBlog.be

Goblinblog - top topical Roland Garros

Goblinblog - top topical Star Wars 3

Goblinblog - top topical Werchter

Goblinblog

... hundred more posts
... and 3 newsletters sent

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
– Strategy: a campaign with two phases
– Be the first on the market while not revealing the offer

1. Teasing phase 2. Reveal phase

° Only brand ° Full commercial offer
awareness: ready online
logo & name only

° Only reactive PR ° PR starts

° 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

=> No mention of => Simplicity
offer
=> Quality
=> “By choosing
Levis, you are => Price
smart”

2. Teasing phase
– Creative concept
– Campaign map
– Creatives
– Viral effort
– Results

2. Teasing phase: creative concept
– Pas de chichi:
Pas de
– Short & dynamic video sequences, chichi!
in a funny & ironic (fr)
atmosphere
– Different situations
where some people
should better have used
less frills… Geen
– Each film is signed with the tralala!
Levis logo + the following tagline:
“Pas de chichi !” (nl)

2. Teasing phase: campaign map

Text ads Viral effort
on Skynet by
& MSN Emakina

Pasdechichi.be /
Geentralala.be
minisite

See/download Viral: send Opt-in: Goodies
the movies them to friends possibility (see further)
to be warned
of reveal

2. Teasing phase: creatives

This is the homepage of
the minisite

People had the
possibility to see or
download the three
movies

To enhance the viral
aspect:
- The films were signed
with “Pasdechichi.be”
- The possibility was
given to forward the
films to friends

To enhance the viral too,
people could invite
friends to visit the site

People also had access
to different goodies:
here the wallpaper

People also had access
to different goodies:
here the “manifest”

The possibility was given
to opt-in & be warned of
the reveal

And finally, the FAQ
section had also be
made “uglier”…

2. Teasing phase: creatives
– Apart from the minisite, the advertising formats:

– The following slides contain the “text ads” that had been placed on
Skynet.be & on MSN.be to promote the teasing minisite

– The choice had been made to use text-only format to stay
consistent with the underground strategy of UglyDuck

The first presence on
MSN was with a simple
text link on the
homepage

Then, within the
Messenger window

On Skynet, there were
three different places, all
on the homepage

2. Teasing phase: viral effort
– Broadcast to different e-mailings
lists:
– “Brice site of the day”
– Other Emakina
opt-in lists

– Research network:
– Find first echelon of target traffic sites:
write the editorials & directly access the videos
• Forums: Studiant.be, Skynet forums, blogs…
• Funny sites: pureesoiree.be, zattevrienden.be
– Find second echelon:
sites that help people to find the promotional material & increase
references
FR (80-sites) NL (70-sites) EN (50-sites)
accrodelire.com 1001moppen.be afunworld.com
atoutcoeur.com bigfun.be allfunnypictures.com
drole-video.com bulletinboardforum.com ...
… coolegames.com unoriginal.co.uk
zone-humour.com ... workcanwait.co.uk
zonehumour.com studiant.be wowfunny.com
zwatla.com supergame.be

– Create site accounts and start posting:
– http://www.zattevrienden.be rademakd/********
– http://www.pureesoiree.be david_rademaker@hotmail.com/*********
– http://www.alldumb.com rademakd/***************
– http://www.uniquepeek.com david_rademaker@hotmail.com
– http://www.pricelessfunnypictures.com/
– http://www.studiant.be/forum rademakd/*****
– http://www.lachspieren.be rademakd/*******
– http://www.prettig.be rademakd/*******
– http://www.flabber.nl rademakd/**************
– http://www.collegehumor.com/ rademakd/*******
– http://www.noodingang.be/ rademakd/*******
– http://www.bigfun.be/ rademakd/*******
– http://www.dikkezever.be/dikkezever/index.aspx
– http://www.wzl.be
david.rademaker@gmail.com/rademakd/****************

– Insertion & activation: forum posts
– We maintained a diary to keep track of what posts were when
inserted (to avoid duplicates). Editorials and promotional texts were
custom adapted to the style of the site in order to increase the
changes of acceptance:

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…

– Insertions of certain material were followed-up by insertions of other
material. This allowed us to be present at many fronts with a variety
of material

– Insertion & activation: funny sites

– Emails to webmasters
– Mails were sent to various webmasters to convince them to pick up
leads. Webmasters are always on the lookout for new original
material and catchy headlines
– We assisted them in this
by suggesting headlines
and matching captions
– Close to a hundred
webmasters were
contacted like that

– See also appendix 1: mention/review of the teasing phase on
(e-)marketing sites/blogs

– Even after the launch…

2. Teasing phase: results
– Quick facts:
– Total traffic: 216,574 unique visitors
– Before product launch: 102,212 unique visitors
– Highest day peak: 22,025 (Sunday, July 31)
– Language ratio: NL 57% - FR 43%
– Number of video views: +/- 275,000 (all videos)
– Peak on number of links: +/- 250

– Comparison webvertising vs. viral: (*: see next slide)
– Overall figures:
• Paid bannering: 73,144 visits (33%)*
• Viral traffic: 143,430 visits (66%)

– Before product launch:
• Paid bannering: 73,144 visits (60%)*
• Viral traffic: 47,843 visits (40%)

– Within identified top-5 referrers:
• MSN-Bannering: 25% of referred traffic
• Skynet-bannering: 10%
• Main posts & stimuli: 65% of referred traffic

– Note on accuracy:
– Reported unique visitors/visits numbers are guaranteed minimums
• In reality, one can add 10-20% to compensate for proxy caching effects
(i.e. large corporations frequently surf from a single IP address and all
employees count as 1 visitor)
– Missing referrer data
• We can not independently confirm (via our referencing counter) the
numbers as reported by MSN/Skynet but we accept them
• Normally we can confirm these numbers with an error range of about
10% but here it seems to be more like 75% # can be result of counting
scheme at media reps

– Cost efficiency report:

– Classical bannering will always be necessary to support a campaign
but it does not make or break a campaign

– Here, the quality of the viral campaign had a far more important
effect than bannering

– Some figures for costs per click
• Bannering: 20K ! / 73K clicks # 0.27! / click
• Viral promotion: 7.5K ! / 143K clicks # 0.05! / click
• Efficiency of viral vs. bannering: x5!!

3. Reveal phase
– Creative concept
– Campaign map
– Creatives
– Results

3. Reveal phase: creative concept
– Message focusing on:
– Quality/reliability
– Simplicity
– Fair price
– In the “ugly & bad” tone of voice of the brand
– All this is a 100% consistent design

3. Reveal phase: campaign map

Geentralala.be: Bannering
no content on Skynet
anymore, & MSN
becomes a redirect
to UglyDuck.be

Opt-ins from teasing UglyDuck.be
phase have been
warned by e-mail
Page where to
see/download
the movies
Geentralala.be/pres:
page for press

3. Reveal phase: creatives
– The redirect page on
Pasdechichi.be:

This e-mail was sent to
opt-ins from the teasing
phase

The press had access to
this page (LG&F)

On the homepage of
UglyDuck, a link was
placed to see the movies

This time, the movies
were signed with
“UglyDuck.be”

– Further role of viral in traffic generation (via teasing site):
– Total traffic: 216,574 unique visitors
– Before product launch: 102,212 unique visitors

3. Reveal phase: results
– E-mailing to opt-ins from teasing phase:

3. Reveal phase: results
– Webvertising (figures from DAD):

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 expandable714.161 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 FREEEmakina1.547.153 3.172
thanks to creatives!! 0,23% 0,4% 0,2%
Skynet Total 3.070.213 8.489 0,3%
Grand Total 8.615.705 79.311 0,9%

Prelaunch Launch Post-Launch

Teasing campaign Internet website visits Calling behavior
Viral marketing Contracts/sales Customer profile

! Channel Visibility ! Sales !Consumer Behavior

!# of visits to partner web sites !Sales per gross-gain !Age
!CTR (Click Through Rate) * !Sales per swap !% of voice
!# of videos downloaded: !Sales per Port-in !% of SMS
+/- 275’000 !Frequency of Reload
!# of videos forwarded via site ! Channel visibility !Amount of Reload
+/- 2500 people did send video to !% of Free Minutes used
friends via site !External
(number of recipients: unknown) !# of people seeing banners
!# of inscriptions !# people clicking on
+/- 2000 people wanted to be banner Via our
informed of reveal/follow-up !# of visits (CTR**) tracking tool
!Internal
!# of pages visited
194,680 visits
!# of visits converted into
Via ourfigures could
These tracking tool contracts
!% of
be answered via our French/Dutch/English
tracking tool visitors
57% NL vs. 43% FR

*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

– The timeline was very challenging (2 weeks):
– Effective time window for viral campaign was decreased
– Action plan was adapted from “slow build” # “massive tam-tam”
– Was very challenging but we met traffic expectations and even
surpassed our own hopes / wild dreams

4. Emakina’s conclusions: comparison with the
Sprite campaign
– UglyDuck.be – Sprite Goblin
– Ultra-high traffic in – High traffic in short period (150k
ultra-short time window / 1.5 month)
(almost 200k / 2 weeks) – Low pick-up rate of creatives
– High pick-up rate of but more word-of-mouse
high-quality creatives on other – More content, story telling
websites – More interactive
– More visuals, videos (custom images posted on site)
– Lower interaction model – Lots of online links (1000)
– Less web links (250) but this is
because campaign was shorter

4. Emakina’s conclusions
– Traffic: this must be a record on the Belgian web
(but we were a bit lucky since time was unrealistically short)

– Planning: time-window to be enlarged across different media (3
to 4 weeks is ideal)

– Brand awareness: to be improved: more text/captions to position
funnies

Appendix: Pasdechichi on
buzz/viral
marketing sites

Case Study

Jean Paul Gaultier

Campaign Results
– 2005-Q4
– European campaign
– +160’000 visitors
– +215’000 visits

– Site even made it to official
Apple QuickTime Guide

Case Study

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
and is considering coverage
10th planet is
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

Blog is created Starts additional posting

Campaign Figures
– 1.5 month campaign
– Budget 10K
– +30’000 unique visitors
– +42’000 unique visits
– +184’000 page views
– 4.5 page views / visit
– 13min average visit
– 21 highly creative posts
on a variety of human interest topics
– 1325 quality interactive comments

Campaign Appreciation
– School forums, class speeches, countless online forum
discussions,
– Magazine and TV journalists seeking contact
Geachte heer Lennov,

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

Rue Middelbourg, 64A
1170 Brussels

info@emakina.com
www.emakina.com

Tel : + 32 2 400.40.00
Fax : + 32 2 400.40.01

Viral Strategies and Buzz Marketing

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