模板国外广告公司简介专业清晰视觉冲击.pptx
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1、EMAKINABuzz Marketing&Viral Strategies andStrategiesEmakina AcademyBuzz Marketing朝阳治疗宫颈糜烂最好的医院北京京爱医院 http:/ Le BlvennecPresidentEmakinaAbout EmakinaEmakina is the leading independent Belgian web agency.We offer the following integrated servicescreative consultancy and graphic designweb development a
2、nd IT integratione-business and strategic consultancymarketing communication servicesWith an award-winning team of over+80 web experts,Emakina delivers state-of-the-art projects.Some Emakina CustomersSelected CasesViral BuzzVolkswagen New BeetleVolkswagen Polo FoxProximus Vodafone live!Ugly DuckProx
3、imus 3GSprite Light Goblin+Goblin BlogJean Paul Gaultier!Todays topic“Viral marketing is likesucceeding in Hollywood:every actor wants to do it,only a few succeed.”Case StudiesVolkswagen BeetleVolkswagen Polo FoxBuzz A low,vibrating sound A particularly intense kind of Word of mouthBuzz MarketingA t
4、erm used in the marketing industry todescribe activities that companies undertake togenerate favorable word of mouth publicityabout products and servicesInitial BriefingMake some animation on the vw.be website to relaunch NewBeetle Cabrio mini-site before the summerThe IdeaBenefit from the notoriety
5、 of the Yeti game which was one ofthe largest buzz on the Internet in 2004The ConceptThe goal is not directly hit the targetbut rather to create a rumor that can reach to the targetThe Storyline The New Beetle Cabrioassists the penguinsmartyrized by the Yeti New Beetle Cabrio savesthem and makes the
6、mrebounding on its capotte tothe sea Positive wink;-)The Game Basic arcade game,easy to understand The more you makerebounds with penguins,the more you get points The more you savepenguins,the more you getbig pointsThe Game The game stops afterhaving let 4 penguinsfalling on the floor or ifyou send
7、your car towaterDesign Approach Cartoon design Fresh interfaceExcite the PlayersAt the end of each part,the player will have the possibility tosend by email a certificate(HTML format)attesting that hesaved a certain amount of penguinsExcite the PlayersAt the bottom of the certificate the address of
8、the game with aninvitation:Defy your friends by sending themthe address of the game!.Excite the PlayersA permanent table of high scores is posted on the first screen ofthe game in order to stimulate the challengeDemoA Few Figures 5.000 monthly single visits on the mini sitebefore the game was launch
9、ed 130.000 single visits on the mini sitethe month the game was launched 12.000 monthly single visitson the new beetle cabrio mini site today.75.000 players have already registeredtheir email address!Campaign Appreciation Low cost promotion!Email sent to the 40.000 registered usersof the VW e-News(w
10、ww.vw.be/enews/)Bannering on the www.vw.be home page Bannering on Play the Game site Emailing via Play the Game list Word of mouth did the rest!What a buzz!New Buzz Campaign in May 2005 Volkswagen launch new Polo Fox 3 week prelaunch buzz&blog marketing campaign http:/www.tonysheraton.be 2 month act
11、ivation(interactive video)on Volkswagen website http:/www.vw.beTony Sheraton Chain mailMessage:Hi Fred,You told me once that I could count on you if I neededsome helpWell,I think I getting where I want;Im at the top!Im in super-form and my artistic feeling has never beenbetter!Could you ask the peop
12、le you know if they have a job forme?That would be super!I also have a website http:/www.tonysheraton.be whereThe first presence onMSN was with a simpletext link on thehomepageThen,on the Hotmail siteThen,within theMessenger windowOn Skynet,there werethree different places,allon the homepage2.Teasin
13、g phaseCreative conceptCampaign mapCreativesViral effortResults2.Teasing phase:viral effortBroadcast to different e-mailingslists:“Brice site of the day”Other Emakinaopt-in lists.2.Teasing phase:viral effort Research network:Find first echelon of target traffic sites:write the editorials&directly ac
14、cess the videos Forums:Studiant.be,Skynet forums,blogs Funny sites:pureesoiree.be,zattevrienden.be Find second echelon:sites that help people to find the promotional material&increasereferencesFR(80-sites)drole-NL(70-sites)EN(50-sites)zone-2.Teasing phase:viral effortCreate site accounts and start p
15、osting:http:/www.zattevrienden.behttp:/www.pureesoiree.behttp:/http:/rademakd/*david_ phase:viral effort Insertion&activation:forum posts We maintained a diary to keep track of what posts were wheninserted(to avoid duplicates).Editorials and promotional texts werecustom adapted to the style of the s
16、ite in order to increase thechanges of acceptance:28/07/2005www.pureesoiree.beNLsubmitgriffe_nl.swfDude,dont pimp my car(link)Bald guys should NOT try to pickformup chicks28/07/2005http:/www.studiant.bNLsubmitstrip_nl.swfZoals ze in t Engels zeggen Is that a gun in your pocket or aree/forumformyou j
17、ust happy to see me?-(link)-t Zal wel weer een ofandere reclame zijn maar toch goed gedaan Insertions of certain material were followed-up by insertions of othermaterial.This allowed us to be present at many fronts with a varietyof material2.Teasing phase:viral effort Insertion&activation:funny site
18、s2.Teasing phase:viral effort Emails to webmasters Mails were sent to various webmasters to convince them to pick upleads.Webmasters are always on the lookout for new originalmaterial and catchy headlines We assisted them in thisby suggesting headlinesand matching captions Close to a hundredwebmaste
19、rs werecontacted like that2.Teasing phase:viral effort See also appendix 1:mention/review of the teasing phase on(e-)marketing sites/blogs2.Teasing phase:viral effortEven after the launch2.Teasing phase:viral effortEven after the launch2.Teasing phaseCreative conceptCampaign mapCreativesViral effort
20、Results2.Teasing phase:results Quick facts:Total traffic:Before product launch:Highest day peak:Language ratio:Number of video views:Peak on number of links:216,574 unique visitors102,212 unique visitors22,025(Sunday,July 31)NL 57%-FR 43%+/-275,000(all videos)+/-2502.Teasing phase:results Comparison
21、 webvertising vs.viral:(*:see next slide)Overall figures:Paid bannering:Viral traffic:Before product launch:Paid bannering:Viral traffic:Within identified top-5 referrers:MSN-Bannering:Skynet-bannering:Main posts&stimuli:73,144 visits(33%)*143,430 visits(66%)73,144 visits(60%)*47,843 visits(40%)25%o
22、f referred traffic10%65%of referred traffic2.Teasing phase:results Note on accuracy:Reported unique visitors/visits numbers are guaranteed minimums In reality,one can add 10-20%to compensate for proxy caching effects(i.e.large corporations frequently surf from a single IP address and allemployees co
23、unt as 1 visitor)Missing referrer data We can not independently confirm(via our referencing counter)thenumbers as reported by MSN/Skynet but we accept them Normally we can confirm these numbers with an error range of about10%but here it seems to be more like 75%#can be result of countingscheme at me
24、dia reps2.Teasing phase:results Cost efficiency report:Classical bannering will always be necessary to support a campaignbut it does not make or break a campaign Here,the quality of the viral campaign had a far more importanteffect than bannering Some figures for costs per click Bannering:20K!/73K c
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