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.
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