2. VIïRUS
noun
1. AN INFECTION OR DISEASE CAUSED BY AN
INFECTIVE AGENT THAT IS TOO SMALL TO BE SEEN
BY LIGHT MICROSCOPE AND IS ABLE TO MULTIPLY
ONLY WITHIN THE LIVING CELLS OF A HOST.
2. A HARMFUL OR CORRUPTING INFLUENCE.
3. A PIECE OF CODE THAT IS CAPABLE OF COPYING
ITSELF AND TYPICALLY HAS A DETRIMENTAL EFFECT,
SUCH AS CORRUPTING THE SYSTEM OR DESTROYING
DATA.
2
2
12. FLIP VIDEO
CISCOâS LARGEST AD CAMPAIGN TO DATE ASKED REGULAR
FOLKS AS WELL AS CELEBRITIES LIKE STEPHEN COLBERT &
USHER TO SUBMIT VIDEOS OF THEIR EVERYDAY & UNIQUE
MOMENTS SHOT ON FLIP CAMERAS FOR USE IN UPCOMING TV
ADS. NOT ONLY DID FLIPâS CONSUMER-DRIVEN MARKETING
EFFORT HELP TO CREATE HOURS OF SHARE-WORTHY CONTENT,
BUT IT ALSO LED FLIP TO THE TOP CAMCORDER SPOT BY THE
END OF 2009, WITH A FIRM GRASP ON 36% OF THE U.S. MARKET.
12
13. MOUNTAIN DEW
MOUNTAIN DEW KICKED OFF THE
FIRST DEWMOCRACY CAMPAIGN BY
LETTING FANS DESIGN NEW DEW
FLAVORS AND PACKAGING. NOW,
WITH DEWMOCRACY 2, THE
CONSUMER-DRIVEN MARKETING
EFFORT HAS FANS SUBMITTING,
VOTING ON, & ULTIMATELY
SELECTING AND CREATING
MOUNTAIN DEWâS NEW TV ADS.
MORE THAN 1,000 VIDEOS WERE
SUBMITTED, AND DEW'S FACEBOOK
FRIENDS INCREASED 500% IN A
MATTER OF WEEKS.
13
13
14. BURGER KING
BURGER KINGâS WHOPPER SACRIFICE CAMPAIGN INVITED FANS TO DELETE
FACEBOOK FRIENDS IN EXCHANGE FOR FREE WHOPPERS. WITHIN 10 DAYS OF
THE CAMPAIGNâS DEBUT, THE WHOPPER SACRIFICE APP WAS INSTALLED 60,000
TIMES. TWO WEEKS LATER SOME 85,000 PEOPLE HAD DELETED OVER 230,000
FRIENDS, PROMPTING FACEBOOK TO SHUT THE APP DOWNâAND GARNERING
BURGER KING A WHOPPER-SIZE PORTION OF FREE MEDIA COVERAGE.
14
15. PEPSI REFRESH PROJECT
AFTER 23 YEARS OF BUYING HUGE ADS DURING THE SUPERBOWL, PEPSI PASSED
ON THE MOST-WATCHED TELEVISION EVENT OF ALL TIME, & ALLOCATED
1/3 OF ITS 2010 MARKETING BUDGET TO THEÂ REFRESH PROJECT, A SOCIAL
MARKETING CAMPAIGN THAT REWARDS THOSE WITH BIG IDEAS FOR SOLUTIONS
TO LOCAL & GLOBAL PROBLEMS. SINCE ITS LAUNCH ON JANUARY 13, 2010,
THE PROGRAM HAS RECEIVED OVER 1 BILLION MEDIA IMPRESSIONS, INCLUDING
44 MILLION BLOG POSTS, 70 MILLION TWEETS, & AMASSING 300,000 NEW
FACEBOOK FANS.
15
16. PARANORMAL
ACTIVITY
PARANORMAL ACTIVITY PUT THE
POWER OF MOVIE DISTRIBUTION
INTO THE HANDS OF ITS FANS,
THROUGH A CAMPAIGN THAT
ENCOURAGED & ENABLED THEM
TO âDEMANDâ THE MOVIE BE
BROUGHT TO THEIR CITY.
AND IT WORKED.
MORE THAN A MILLION DEMANDS
LATER, PARANORMAL GARNERED A
WORLDWIDE RELEASE & GROSSED
NEARLY A BILLION DOLLARS.
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16
17. BARACK OBAMAâS PRESIDENTIAL CAMPAIGN
BARACK OBAMAâS 2008 PRESIDENTIAL CAMPAIGN USED THE POWER OF SOCIAL
& DIGITAL TECHNOLOGY TO ACTIVATE, CONNECT, & EMPOWER MILLIONS OF
SUPPORTERS ACROSS THE COUNTRY. WHAT MIGHT HAVE BEEN ISOLATED POCKETS
OF GRASSROOTS ACTIVISM BECAME A TIDAL WAVE OF SUPPORT THAT TURNED A
LITTLE-KNOWN AFRICAN AMERICAN SENATOR WITH A FUNNY-SOUNDING NAME
INTO THE 44TH PRESIDENT OF THE UNITED STATES.
17
PHOTO BY TONY THE MISFIT ON FLICKR.COM
18. VIRAL MARKETING VS.
CONSUMER-DRIVEN
MARKETING
âąâŻ ASSUMES PEOPLE ARE ACTIVE
PARTICIPANTS IN THE PROMOTION
PROCESS; MORE âFANSâ THAN
CONSUMERS.
âąâŻ ASSUMES PEOPLE ARE PASSIVE
âHOSTSâ WHO HAVE NO CHOICE
âąâŻ ASSUMES CONTENT MUST NOT
BUT TO PASS ON YOUR MARKETING
ONLY BE SHARE-ABLE, BUT ALSO
ONCE CONTAMINATED.
HIGHLY SHARE-WORTHY.
âąâŻ ASSUMES THE MARKETING ITSELF
âąâŻ REQUIRES A DEEP UNDERSTANDING
IS SELF-REPLICATING.
OF HOW AND WHY PEOPLE SHARE
STUFF (AND A WILLINGNESS TO PUT
âąâŻ REQUIRES THE USE OF TALKING
THOSE MOTIVATIONS FRONT AND
BABIES, CUTE BABY ANIMALS,
CENTER).
HALF-NAKED HOTTIES, &/OR
MAGIC PIXIE DUST TO SUCCEEDâŠ
BUT MOSTLY MAGIC PIXIE DUST.
18
19. YOU ARE MORE LIKELY
TO WAKE UP WITH
YOUR HEAD SEWN
TO THE CARPET THAN
TO SEE YOUR NEXT
MARKETING CAMPAIGN
âGO VIRAL.â
19
32. 1 STOP TRYING TO
SPREAD VIRUSES.
IN FACT,
GO WASH
YOUR HANDS
RIGHT NOW.
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33. 2 CREATE STUFF THAT PEOPLE
WILL WANT TO SHARE.
NOT BECAUSE YOU THINK ITâS SUPER CLEVER,
BUT BECAUSE IT CATERS TO ONE OF THE
SIX REASONS PEOPLE SHARE STUFF ONLINE.
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34. 3 THINK OF YOUR TARGET
AUDIENCE AS âFANS,â
NOT âCONSUMERS.â
TREAT THEM ACCORDINGLY.
34
PHOTO BY ANIRUDH KOUL ON FLICKR.COM
35. 4 ENABLE, ENCOURAGE,
& REWARD SHARING.
MAKE IT INSANELY EASY. MAKE IT ABSURDLY FUN.
LET PEOPLE COLLABORATE, TINKER, EXPERIMENT,
REMIX, REPURPOSE, RECYCLE, AND REINVENT.
GIVE YOUR FANS (& FUTURE FANS) A WAY TO GET
SOME SKIN IN THE GAME.
35
PHOTO BY JCBEHM ON FLICKR.COM
36. IF YOU CANâT FIND ANY
MAGIC PIXIE DUST, GIVE US A CALL.
Hi, weâre Espresso. Nice to meet you. In case we havenât made it obvious, weâre
a bunch that ïŹrmly believes itâs time to stop wasting precious marketing dollars
creating ads that people ignore, and focus instead on creating experiences your
customers (and prospects) will love. Weâre super-committed to doing just that in
the most cost-effective way possibleâwhile never losing sight of our relentless
pursuit of being Amazing at Lifeâą.
SAY HELLO,
WHY DONâT YOU?
TORONTO
Jacquelyn Cyr
Chief Executive OfïŹcer
416 620 6773
jacquelyn@brandinïŹltration.com
twitter.com/inïŹltrators
BOSTON
Marta Kagan
Managing Director, US
617 477 5811
marta@brandinïŹltration.com
twitter.com/mzkagan
brandinïŹltration.com