Viral marketting Examples

BMW


BMW launched a series of eight high-cost, high-production short films released on BMW's website. The films were produced and directed by such acclaimed filmmakers as David Fincher and Guy Richie and starred actors such as Don Cheadle, Clive Owen, and even Madonna. Within the first four months of release, the films attracted over 11 million views and sent BMW sells up 12% in 2001 alone. The success of the BMW series has prompted many other car manufacturers such as Nissan to adopt a similar internet-based strategy.

Tourism Queensland


The Australian Government promoted what they described simply as "the best job in the world" with a massively successful Internet campaign. The job is to be paid $100,000 for a 6-month contract to be caretaker of a series of islands in the Great Barrier Reef (off Australia's coast). The point of this position is to have the person selected for the job broadcast weekly video blogs promoting the area. The promotion was a massive success. The Australian government broke the story via traditional media (Reuters) and then sustained the buzz over an array of online networks including YouTube, Ning, Twitter, and Facebook.

Pros and Cons of Viral marketing on "Act On" campaign

We know that there are many examples that companies use viral marketing to increase brand awareness and to achieve marketing objectives. In fact, the using of viral marketing is not limited to companies, but also the government. In 2009, Barack Obama's presidential win had about as much to do with social media and viral marketing skills, he accomplished this by strategically tapping into nearly every major social media outlet.At the time of Obama's inauguration in January 2009, the President had 13 million people on his email list, 3 million online donors, 5 million friends on more than 15 different social networking sits including 3 million friends on Facebook, 8.5 million monthly visitors to MyBarackObama.com, nearly 2,000 official YouTube videos (with more than 80 million views and 135,000 subscribers), and more than 3 million people signed up for his text messaging program, that's why he won in the election. Now, Hong Kong governemt would like to learn what's Obama did. Let's discuss the pros of using Viral marketing on "Act ON" campaign.

1. Reachable
Viral marketing concerns on reaching people through internet. Hence, you can reach anyone at anytime and any places. That means there is no limitation on who you can reach.Hong Kong government can reach its target audience, included youth gorups by using these social network ( Facebook and Youtube).

2. Cost effective
Viral marketing usually uses techniques like joining social networks, building profiles, writing blogs and making videos. So, you can do whatever you want with a small cost or even free of charge.Compare to the traditional advertising, the cost must be much lower by using these social network.

3. Fast recognition
Without any restrictions or reservations, medium allows you to be as creative as you want. When people come over with the creative advertising many times, they will start recognizing the Act On campaign. People are easy to remember those advertising videos and logo, it helps the Hong Kong government to sell their political campaign.

There are always advantages and disadvantages in everything; there are no exceptions, especially for viral marketing. Now, let me explain cons of viral marketing as below.

1. Nuisance Factor
People get so many internet noises everyday; they have difficulty to determine which message they should pay attention to. The message, just like a spam mail, is likely to be deleted or ignored instead of being passed on to the other people. Therefore, the messages posted by government might be ignored.

2. Negative Buzz
People most likely to talk about the bad things rather than the good things, people will not take time to proof the negative news. As a result, public most like to concern about the bad news ( source: http://hk.news.yahoo.com/article/100601/3/icl4.html) rather than the content of the " Act on" campaign.

3.Hard to measure
Viral marketing can be a hit and miss proposition, or unless the campaign is being handled by experience individuals; it can be very difficult to determine whether it is a worthwhile proposition. The effectiveness of using viral marketing in this case is difficult to measure.

Viral marketing case-- "Act on" Campaign on facebook and youtube

Viral marketing case-- "Act on" Campaign on facebook and youtube


Donald avoids protesters in big sell

ColleenLee

Monday, June 14, 2010

Chief Executive Donald Tsang Yam- kuen yesterday continued his "Act Now" campaign - minus the protesters, as his itinerary was concealed from the media. Accompanied by wife Selina Tsang Pau Siu-mei and his aides, Tsang visited Shau Kei Wan, Wan Chai and Central - the districts in which he grew up - to canvass support for the 2012 political reform package.The motions are scheduled to be put to the vote in the Legislative Council on June 23.

In the clips uploaded by the government to the social-networking site Facebook, Tsang was warmly welcomed when he handed out "Act Now" flyers and pins to shop workers and passers-by, in contrast to earlier campaigns in which there was heckling.

Technique used in this case:

The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through self-replicating viral processes, analogous to the spread of pathological and computer viruses. It can be word-of-mouth delivered or enhanced by the network effects of the Internet.[1] Viral promotions may take the form of video clips, interactive Flash games, advergames, ebooks, brandable software, images, or even text messages.

Relartionship on Viral Marketing and Online Opinion Leader

Online opinion leader also call "e-fluentials", they will share their view or have some introduction and comments on a service or products. Like beautyexchange.com, there are lots of e-fluential, many beauty product will let them to try and then post some comments on their blog and share to others, they can let people subscribs into their blog and know their lastest update.



And this blog is about a Taiwan girl share about the beauty product she use and provide comments on them, if people thinks that is grate, they will be he subscribers and also share and pass along this blog to his/her friends.



Viral Marketing, interesting?

Source: http://mim.blogs.appui.esc-toulouse.fr/wp-content/uploads/2008/01/connected-marketing-the-viral-buzz-and-word.pdf
http://blogazine.beautyexchange.com.hk/
http://www.wretch.cc/blog/benshee/14920592

Youtube Channel of Viral Marketing

Youtube can let user upload the viedos that they want to share on the internet, that means that Youtube is a good channel for the company to place there virals here.

SamGNN's is a big forum about games in Taiwan. They let people share the comments on the forum and also provide some news about games to let people discuss in and create voices.

Because of that, SamGNN create a Youtube Channel on Youtube to let people subscribs in, let them to get the news immediately and discuss about the topics on the forum. And through this Youtube Channel, SamGNN can know more about hers subscribers and increase hers name about "Games Forum", not only in Taiwan district, but also internation games players.

p.s. She just provide chinese version forums, so may be pan-Asian.



Source: http://www.youtube.com/user/SamGNN

Case - Pitfalls of Viral Marketing

As all you know that, 2010 Hong Kong Book Fair are not accept teenage models have their promotion function in the hall. So they all use other methods to promote their personal albums.

One of the teenage model called Debby Tsang, her impresario uploaded a vedio on youtube to gain Debby Tsang awareness. This viedo is about Debby Tsang's T-shirt rip by a man at night. She only has a bra on her body and cry on the street.





This viedo had many click-in rate and created lots of voices, not only awareness of Debby Tsang is increase, many of the viewers and models complain it is a slapstick.

So, Be careful, if you use viral marketing, you want to be ethics and you should remember that control others comments.

Source: http://the-sun.on.cc/cnt/entertainment/20100630/00470_005.html?pubdate=20100630
http://tv.on.cc/index.html?s=3&ss=mv3&i=OEN100629-11171-101M&d=1277830333