A good example of viral campaign: Daft Punk new album Random Access Memories http://it.linkedin.com/in/cironapoletano

1. How to measure a viral campaign?
Case Study

2. During the episode of Saturday Night Live aired in the U.S. in early March, appeared a mysterious
advertisement of 15sec:
For music lovers, the reference was clear: the next release of the new music album by Daft Punk.
This mysterious spot generated immediately reactions around the world:
• A strong growth in the volume of search for "Daft Punk" on Google (higher than past album releases)
as well as the volumes of research on youtube;
• Posting on youtube, and the major social networks related to music, thousands of versions of the
song mysterious, in a sort of competition to see who would be able to achieve the best remix, starting
from these 15 seconds;
• Spread in different social networks (with Google+, it’s possible to see the way of viral spread)
The start of a viral campaign

3. The start of a viral campaign: Google trends
Search
Youtube

4. Spread of SNL advert among G+
http://www.youtube.com/watch?v=qcDadaQjbvY
https://plus.google.com/ripple/details?url=http%3A%2F%2Fwww.youtube.com%2Fwatch%3Fv%
3DqcDadaQjbvY
Some G+ users / opinion
leader have helped to
spread the youtube link of
the commercial aired
during Saturday Night
Live.
GOOGLE+ RIPPLES
The ripple diagram shows this
post spreading as users share it
on Google+. Arrows indicate the
direction of resharing. (Only recent
public posts show up.) Circles
within circles represent a
resharing sequence, so large
circles indicate heavy resharing.

5. Spread of RAM website among Google+
Randomaccessmemories.com
https://plus.google.com/ripple/details?url=http%3A%2F%2Frandomaccessmemories.com
The G+ accounts of Sony music and some opinion leader have helped spread the website of
the new album and the launch of the campaign

6. Among the official website of the new album and youtube, all collaborators of new
Daft Punk project tell the story of the new work, from their point of view.
On these videos (10min) collaborators evaluate positively the experience of this new
album, nurturing the expectancy of fans.
Second step: tell the story
Furthermore…
12th April: new advert during Coachella
festival (fast twitter sharing and videos
posted on youtube);
13th April: new advert – 1 minute – aired
during SNL (and posted on youtube)

7. Spread of first collaborator video among G+
http://www.youtube.com/watch?v=eYDvxo-M0OQ
https://plus.google.com/ripple/details?url=http%3A%2F%2Fwww.youtube.com%2Fwatch%3F
v%3DeYDvxo-M0OQ
The viral campaign is now
fully developed and the
points are multiplied: the
role of opinion leaders,
like Sony, becomes less
important (fans move
independently and
contribute to the progress
of the campaign)

8. 14Kriley, registered on youtube since 2011, a channel with
very few views, post the new commercial (1minute) aired
on SNL: the video on his channel reaches 6 million views.
Spread of second advert among Youtube
http://www.youtube.com/watch?v=JMJwcOiBoZE
https://plus.google.com/ripple/details?u
rl=http%3A%2F%2Fwww.youtube.com%2
Fwatch%3Fv%3DJMJwcOiBoZE

9. Third step: Reward

10. Different aspects, in chronological order:
1. Targeted advertising campaign (spot, activity on the website -videos related
to the album realization-), which aims to generate interest in the target
audience;
2. Spread of advert / special content by music sites / opinion leaders;
3. Community of Fans;
4. User participation on youtube / social network music: creation /
dissemination of thousands remix of the same 15sec advert
Which are the reasons of the success of this
viral campaign?

11. youtube.com
google.com/trends
thedaftclub.com
plus.google.com
randomaccessmemories.com
wikipedia.org
Sources:
linkedin.com/in/cironapoletano
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