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viral marketing
understanding the concepts and benefits of viral marketing
WHITE PAPER
W H I T E PA P E R : V I R A L M A R K E T I N G
TAblE of ConTEnTs
The concept behind viral marketing .................................................................................3 word-of-mouth ................................................................................................................3 enter the internet ............................................................................................................3 Viral marketing defined .........................................................................................................3 Why viral marketing ................................................................................................................4 the viral effect ...................................................................................................................4 viral marketing advantages .........................................................................................4 viral marketing disadvantages ...................................................................................4 The marketing mix ...................................................................................................................5 Common viral marketing messaging................................................................................6 free products or services ..............................................................................................6 compelling content ........................................................................................................6 exclusivity ..........................................................................................................................6 get paid ...............................................................................................................................6 Making it viral ............................................................................................................................7 user considerations ........................................................................................................7 campaign seeding ..........................................................................................................7 leverage existing media buys .....................................................................................7 ability to scale ...................................................................................................................8 Getting it right ...........................................................................................................................8 the trojan games .............................................................................................................8 mazda’s parking campaign ..........................................................................................8 small brand, big results .................................................................................................9 Getting it wrong .......................................................................................................................9 raging cow .........................................................................................................................9 Delivering tangible benefits .............................................................................................. 10 selling sandwiches ....................................................................................................... 10 Conclusion ............................................................................................................................... 10
©2008 MindComet Corporation
2
W H I T E PA P E R : V I R A L M A R K E T I N G
THE ConCEPT bEHInd vIRAl mARkETIng
word-of-mouth
The concept of viral marketing is by no means new. Word-of-mouth marketing, viral’s...
understanding the concepts and benefits of viral marketing
WHITE PAPER
W H I T E PA P E R : V I R A L M A R K E T I N G
TAblE of ConTEnTs
The concept behind viral marketing .................................................................................3 word-of-mouth ................................................................................................................3 enter the internet ............................................................................................................3 Viral marketing defined .........................................................................................................3 Why viral marketing ................................................................................................................4 the viral effect ...................................................................................................................4 viral marketing advantages .........................................................................................4 viral marketing disadvantages ...................................................................................4 The marketing mix ...................................................................................................................5 Common viral marketing messaging................................................................................6 free products or services ..............................................................................................6 compelling content ........................................................................................................6 exclusivity ..........................................................................................................................6 get paid ...............................................................................................................................6 Making it viral ............................................................................................................................7 user considerations ........................................................................................................7 campaign seeding ..........................................................................................................7 leverage existing media buys .....................................................................................7 ability to scale ...................................................................................................................8 Getting it right ...........................................................................................................................8 the trojan games .............................................................................................................8 mazda’s parking campaign ..........................................................................................8 small brand, big results .................................................................................................9 Getting it wrong .......................................................................................................................9 raging cow .........................................................................................................................9 Delivering tangible benefits .............................................................................................. 10 selling sandwiches ....................................................................................................... 10 Conclusion ............................................................................................................................... 10
©2008 MindComet Corporation
2
W H I T E PA P E R : V I R A L M A R K E T I N G
THE ConCEPT bEHInd vIRAl mARkETIng
word-of-mouth
The concept of viral marketing is by no means new. Word-of-mouth marketing, viral’s...
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