The London 2012 Committee has presented a website to promote its candidacy. The site and a viral push that supports the initiative has been developed by Panlogic. If you feel like supporting London, sign the flag (to make Britain proud…).
If you integrate online and offline in your viral marketing campaign it would turn out far more effective. This is one of the lessons learned by Motorola in two years of online marketing. An interesting article on ContentBiz.com tells more about Motorola’s online efforts.
V.Smile, an educational game console for young children will be promoted with a viral marketing campaign developed by Big Picture Interactive. A viral email campaign will target parents with children aged 3-5-year-old, inviting them to visit the microsite launch.vsmile.co.uk. The campaign offers prizes including a family holiday worth �1000, a year’s supply of ‘Duracell’ batteries, and family tickets to live UK events. In the press release, Emily Nichols, Brand Manger at VTech, says:“We wanted to move away from the more traditional marketing techniques with the launch of V.Smile to reflect the progressive product we are promoting.”
“Tell a friend” is becoming the most used sentence on the Web. Every marketer wants us to spread the word for them… the situation is becoming rather oppressive or, better, inflated. Everyone is talking about viral marketing! Marketers, advertisers, publishers, every online player has something to say on the topic, even the press which is dedicating more and more attention to the “buzz word”. The latest article has been published on the NZ Herald that starts its analysis from Burger King’s “Subservient Chicken”. Fortunately the article adds something new to the ongoing discussion: viral marketing is risky. As Stephen Pearson CEO of the advertising agency Lowe New Zealand says:“You do have to, by its very definition, take a greater level of risk. If you really want people to have a look and pass the stuff on then it’s almost inevitably going to offend or at the very least provoke [the audience].”
If it isn’t viral it won’t work. Everyone is doing it viral, why shouldn’t we? These might be typical questions for an interactive marketer working for a carmaker. A couple of days ago we talked about Toyota Scion, everybody remembers all the buzz generated by the evil advertisement of a cat loosing his head in a Ford SportKa. Playing with the words we can really say the buzz in the automotive industry is all around viral marketing, as an article on Autoweek points out. The problem is that the statement I did at the beginning of this post, could also work the other way around. I mean, there might be an inflation: when there are too many buzz’ to listen to, some of them (or most of them) won’t be heard.
Scion is a new line of vehicles from Toyota will be promoted with an email-based viral advertising campaign developed by Attik. As explained in the press release there is a web site, WanttX featuring four animated episodic shorts entitled “303 Caliber” as well as tC-themed downloadable screensavers, wallpapers, QuickTimes of the campaign’s new cinema/broadcast spots, custom browser tools, comprehensive information on the tC, a dealer locator, a “send to a friend” feature as well as the ability to register on the site to receive email updates. Adrian Si, Scion interactive marketing manager says:” We wanted to generate some buzz about the tC prior to its on-sale date, so we dove head on into this project. Concept to deployment was accomplished in 30 days. Fortunately, we’ve had some great partners on board who were able to develop and launch impactful creative in a very short period of time.”
Virgin Mobile has launched last week its “Best Hands” viral campaign, featuring a video clip that shows a swanky nightclub’s po-faced toilet attendant taking service levels to an extreme by literally providing hands-on service to the club’s privileged members� James Kydd, brand director for Virgin Mobile, said:“This seventh release in our successful series of online viral campaigns with DMC carries on our strategy of providing online viral users with exclusive, entertaining material in order to reinforce and continue to widen our brand awareness.”
Read more about the campaign on DMC’s website.
British Telecom is hoping to spread the viral buzz with its latest campaign: wheredidthetimego? There is a gloomy microsite, developed by Agency.com, which aims to make people understand how much time they waste browsing the internet with a slow connection. The site let allows visitors to calculate how much time they’ve spent doing the most common things of a daily routine, like sleeping, “making waves” and working. The message is clear: “don’t waste another minute: get broadband from BT”.
Revolver Communications and Skive Creative have developed an online viral campaign for Stolichnaya, a Vodka brand. Based on a microsite called “Stoli Brides“, which mimics the many Russian Bride online services visitors can engage in a simulated matchmaking to find the genuine Russian spouse. In the press release Martin Ballantine, Creative Director for Revolver says:“The light-hearted and humorous creative is a perfect fit for the Stoli consumers and emphasises the Russian roots of the brand – continuing its cult status as the only authentic Russian vodka”
The campaign is aimed at men aged 25-34 yrs, and is being seeded as entertaining and fun content via Skive�s online influencer network. It will also be placed on sites such as Lycos, TTR2 and a network of other viral Blogs and portals, and distributed to a relevant portion of the Maxim email database.
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