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Kakushkin group webinar
20 November, 2013
Viral Marketing:
How to raise massive
interest in a startup company?
Juha Väisänen
CEO, Fantastec Ltd.
Finland
http://www.fantastec.fi/
http://fi.linkedin.com/in/juhavaisanen10
http://twitter.com/mr_Fantastec
Contents
•Who is he? Where does he come
from?
•Fantastec & learning game revolution
•What is viral marketing?
•Viral marketing case:
•How Fantastec – an unknown
startup - became a internet
phenomenon, got massive media
attention & thousands of job
applications? All this with a budget
of 0 euros!

Polar Heroes game
character Banker Squirrel
helps to learn the value of
money
Juha: Background
•Two University degrees:
Economics (Marketing) and
Education
•Energetic innovator,
marketing professional,
humour producer, learning
expert...
•Now combining all previous:
CEO, Fantastec Ltd.
Epilogue:
Finland…
The country with the most beautiful nature in
the world….
Finland…

….where your
mother is beautiful….
Finland…

….and your father is rich.
Finland…
….well, not really.
A small nation with limited
financial resources and extreme
conditions.
Finland…
• This is how our staff lives
Finland…
• The most typical reasons why an employee is absent
from work:
• Lazy
• Drunk
• Polar bear attack
Finland…
• To be honest, Finland is a great country with very strong
ICT expertise, a well-managed society and a happy nation
• OECD (PISA tests): The best education system on the
globe
• Several very successful game companies
• Rovio (Angry Birds), Supercell (Clash of Clans & HayDay)…
Fantastec &
Edutainment game revolution!
http://www.fantastec.fi
Fantastec:
Mission & passion!
Fantastec
powers children’s happiness
and creates
great value for parents
with fun and educational games
Polar Heroes:
World’s first comprehensive and
fun game based learning solution
•Fun and educational
for kids, valuable for
parents
•Primary market: 4-9 yrs
kids + mid class parents
Secondary market:
schools
•Multiplatform: Online,
mobile, smart TV apps

http://www.polarheroes.com
Multiplatform example:

Bunny math race
for IOS, Android & Win mobile devices

•Fun and fast mobile racing game
•Race with a cute bunny and win a
massive load of carrots for your bunny
•Race is based on petting your bunny
and challenges which develop kids
math skills
See the trailer and try the game here:
http://www.fantastec.fi/mathbunnytrailer
/
Testing principles
What is viral
marketing?
Viral marketing
•“Marketing your business with
things that can get passed
around the Internet, such as
social media and emails”
•Traditional viral channels; word
of mouth (users, customers,
influencers, media…)

•Cost effective, yes!
•Easy? Definitely…not.
Viral marketing
•Research: “Virality is driven by
psychososiological arousal. Content that
evokes high-arousal positive (awe) or
negative (anger or anxiety) emotions is
more viral”
•Feelings: Happiness, anger, laughter,
love…
•Things to take into account; shareability,
media, audience, momentum, etc.

•“See this cute baby seal? Buy our
product or it will be killed”
Viral marketing
Case: Fantastec
How can you do marketing with a
budget of zero €?
How can you get massive media attention
for a startup?
How can a startup get over 1000 job
applications for one job?
Starting point
•Game developer and programmer needed
•Problem: an unknown startup company
•Problem: Fierce competition for best talents (Rovio
etc)
•Problem: no money for recruitment campaign

•But… We are not doing this with big bucks, we are
doing this with brains…and big heart!
Goals of marketing
campaign
•Publicity for Fantastec
•Raising awareness and interest among
potential employees
•Brand building: An energetic, talented and
fun company – That’s Fantastec!
Recruitment campaign:
Action!
•Job ad on Finnish employment office (very concervative)
web pages
…job ad with a strong humoristic twist and reverse
psychology
•”Fantastec is a tired and grey game company. We are
looking for village idiots and foolish daydreamers”…
Content samples
1/3
•We wanted to
attach a picture of
a hard working
employee. We
couldn’t find one
so here is a picture
of our office
kitchen.
Content samples
2/3
•We offer the support of a spineless organisation and
miserable bonuses like only slightly used bus tickets
•You will get a Commodore 63 and internet connection, so you
can enjoy your work day on Facebook
•Our morning meetings may be anaemic, but in return, team
gatherings include a sufficient amount of alcohol
•On Fridays, we leave work early, but we compensate this by
coming to the office later on Monday
•Work experience as a CEO of Rovio is a benefit
Content samples
3/3
•The truth was also revealed:

•To the point! This company doesn’t need idle tweakers,
but top talents with a great sense of humour and creative
spirit
•Show your potential by sending an application, a CV and
a picture of your grandfather wearing his wife’s
underwear.
•Please inform us about your desired amount of salad
What happened?
Humor portals…
•For example
Naurunappula (engl. Laugh
Button): almost 30 000
viewers
•The first comments were
wondering if it was a real
job or just a parody ad
•Then somebody sent an
application and told others
that he got a response
Blogs react…
Facebook and Twitter
buzz…
The press wakes up!
Dozens of articles
For example:
Second largest
Finnish
newspaper
Aamulehti;
print and
online news
article
Tekniikka & Talous:
a two-page article

Largest tech
related
newspaper in
Finland
A blogger translates it into
English…
So what?
• Applications from all around the globe
• Over 1000 applications for one job
• National record: the largest number of
applications for one job
• Altogether almost 2000 job applications – and we still
get several every day!
• Dozens of co-operation inquiries
• Articles in several Finnish newspapers
• Now over 300 000 people know Fantastec
Fantastec brand

• The Fantastec brand was built
• Humoristic, laid-back and energetic people
• An agile, joyful company
• The core of brand image: That’s Fantastec!
Fantastec Spirit!
The craziness
continues…
– If it ain’t broke, don’t fix it!
– Looking for Tech lead and art designer; almost 1500
social shares within few weeks:
http://www.fantastec.fi/recruitment-most-fantastic-job/
Viral marketing:
Summarizing
•
•
•
•

Company policy, culture, resources…
(media) relationships
Best practices
Plan (takes time!)
• Ask help from experts
• Goals?
• Audience?
• Main message, style and context?
• Channels, media?
• Organising: Who, what, why, when, what resources?
• Test, iterate, improve
• Measure the results and learn
That’s all, folks!
Fun is our business
…and our business is FUN!
Test Fantastec games at:
http://www.fantastec.fi
Juha Väisänen
CEO, Fantastec Ltd
http://www.fantastec.fi
http://fi.linkedin.com/in/juhavaisanen10
http://twitter.com/mr_Fantastec

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Fantastec viral marketing kakushin webinar

  • 1. Kakushkin group webinar 20 November, 2013 Viral Marketing: How to raise massive interest in a startup company? Juha Väisänen CEO, Fantastec Ltd. Finland http://www.fantastec.fi/ http://fi.linkedin.com/in/juhavaisanen10 http://twitter.com/mr_Fantastec
  • 2. Contents •Who is he? Where does he come from? •Fantastec & learning game revolution •What is viral marketing? •Viral marketing case: •How Fantastec – an unknown startup - became a internet phenomenon, got massive media attention & thousands of job applications? All this with a budget of 0 euros! Polar Heroes game character Banker Squirrel helps to learn the value of money
  • 3. Juha: Background •Two University degrees: Economics (Marketing) and Education •Energetic innovator, marketing professional, humour producer, learning expert... •Now combining all previous: CEO, Fantastec Ltd.
  • 4. Epilogue: Finland… The country with the most beautiful nature in the world….
  • 7. Finland… ….well, not really. A small nation with limited financial resources and extreme conditions.
  • 8. Finland… • This is how our staff lives
  • 9. Finland… • The most typical reasons why an employee is absent from work: • Lazy • Drunk • Polar bear attack
  • 10. Finland… • To be honest, Finland is a great country with very strong ICT expertise, a well-managed society and a happy nation • OECD (PISA tests): The best education system on the globe • Several very successful game companies • Rovio (Angry Birds), Supercell (Clash of Clans & HayDay)…
  • 11. Fantastec & Edutainment game revolution! http://www.fantastec.fi
  • 12. Fantastec: Mission & passion! Fantastec powers children’s happiness and creates great value for parents with fun and educational games
  • 13. Polar Heroes: World’s first comprehensive and fun game based learning solution •Fun and educational for kids, valuable for parents •Primary market: 4-9 yrs kids + mid class parents Secondary market: schools •Multiplatform: Online, mobile, smart TV apps http://www.polarheroes.com
  • 14. Multiplatform example: Bunny math race for IOS, Android & Win mobile devices •Fun and fast mobile racing game •Race with a cute bunny and win a massive load of carrots for your bunny •Race is based on petting your bunny and challenges which develop kids math skills See the trailer and try the game here: http://www.fantastec.fi/mathbunnytrailer /
  • 17. Viral marketing •“Marketing your business with things that can get passed around the Internet, such as social media and emails” •Traditional viral channels; word of mouth (users, customers, influencers, media…) •Cost effective, yes! •Easy? Definitely…not.
  • 18. Viral marketing •Research: “Virality is driven by psychososiological arousal. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral” •Feelings: Happiness, anger, laughter, love… •Things to take into account; shareability, media, audience, momentum, etc. •“See this cute baby seal? Buy our product or it will be killed”
  • 19. Viral marketing Case: Fantastec How can you do marketing with a budget of zero €? How can you get massive media attention for a startup? How can a startup get over 1000 job applications for one job?
  • 20. Starting point •Game developer and programmer needed •Problem: an unknown startup company •Problem: Fierce competition for best talents (Rovio etc) •Problem: no money for recruitment campaign •But… We are not doing this with big bucks, we are doing this with brains…and big heart!
  • 21. Goals of marketing campaign •Publicity for Fantastec •Raising awareness and interest among potential employees •Brand building: An energetic, talented and fun company – That’s Fantastec!
  • 22. Recruitment campaign: Action! •Job ad on Finnish employment office (very concervative) web pages …job ad with a strong humoristic twist and reverse psychology •”Fantastec is a tired and grey game company. We are looking for village idiots and foolish daydreamers”…
  • 23. Content samples 1/3 •We wanted to attach a picture of a hard working employee. We couldn’t find one so here is a picture of our office kitchen.
  • 24. Content samples 2/3 •We offer the support of a spineless organisation and miserable bonuses like only slightly used bus tickets •You will get a Commodore 63 and internet connection, so you can enjoy your work day on Facebook •Our morning meetings may be anaemic, but in return, team gatherings include a sufficient amount of alcohol •On Fridays, we leave work early, but we compensate this by coming to the office later on Monday •Work experience as a CEO of Rovio is a benefit
  • 25. Content samples 3/3 •The truth was also revealed: •To the point! This company doesn’t need idle tweakers, but top talents with a great sense of humour and creative spirit •Show your potential by sending an application, a CV and a picture of your grandfather wearing his wife’s underwear. •Please inform us about your desired amount of salad
  • 27. Humor portals… •For example Naurunappula (engl. Laugh Button): almost 30 000 viewers •The first comments were wondering if it was a real job or just a parody ad •Then somebody sent an application and told others that he got a response
  • 30. The press wakes up! Dozens of articles For example: Second largest Finnish newspaper Aamulehti; print and online news article
  • 31. Tekniikka & Talous: a two-page article Largest tech related newspaper in Finland
  • 32. A blogger translates it into English…
  • 33. So what? • Applications from all around the globe • Over 1000 applications for one job • National record: the largest number of applications for one job • Altogether almost 2000 job applications – and we still get several every day! • Dozens of co-operation inquiries • Articles in several Finnish newspapers • Now over 300 000 people know Fantastec
  • 34. Fantastec brand • The Fantastec brand was built • Humoristic, laid-back and energetic people • An agile, joyful company • The core of brand image: That’s Fantastec! Fantastec Spirit!
  • 35. The craziness continues… – If it ain’t broke, don’t fix it! – Looking for Tech lead and art designer; almost 1500 social shares within few weeks: http://www.fantastec.fi/recruitment-most-fantastic-job/
  • 36. Viral marketing: Summarizing • • • • Company policy, culture, resources… (media) relationships Best practices Plan (takes time!) • Ask help from experts • Goals? • Audience? • Main message, style and context? • Channels, media? • Organising: Who, what, why, when, what resources? • Test, iterate, improve • Measure the results and learn
  • 37. That’s all, folks! Fun is our business …and our business is FUN! Test Fantastec games at: http://www.fantastec.fi Juha Väisänen CEO, Fantastec Ltd http://www.fantastec.fi http://fi.linkedin.com/in/juhavaisanen10 http://twitter.com/mr_Fantastec