6. According to Wikipedia…
It is the interaction of consumers and users of a product or service
which serves to amplify the original marketing message,[1] a
vague but positive association, excitement, or anticipation
about a product or service.
Positive "buzz" is often the goal. The term refers both to the
execution of the marketing technique, and the resulting
goodwill that is created.
It’s a technique that attempts to make each encounter with a
consumer appear to be a unique, spontaneous personal
exchange of information instead of a calculated marketing pitch
choreographed by a professional advertiser
@TejDesai
18. The reason why some
ideas turn into fads,
a song becomes a massive hit or a
book by an unknown author becomes
a best-seller.
@TejDesai
19. SO HOW DO WE GET VIRAL DISTRIBUTION…
@TejDesai
20. “The key to making
ideas spread quickly is
to find the right handful
of super-influencers to
get the ball rolling”.
- Malcolm Gladwell,
Best-selling Author, Speaker
Law of the Few
@TejDesai
21. “Network effects are too complex
to be reliably reproduced by
targetting only a handful of
influential individuals. Ideas do
spread virally, but how fast this
happens depends on whether or
not everyone is easily infected. If
everyone is susceptible, then
anyone randomly infected can
start an epidemic, rather than
just the highly connected few”.
- Duncan Watts, Social Scientist
Law of the Many
@TejDesai
22. May be both have a point…
How fast something becomes viral
depends upon both
how infectious the carriers are and
how susceptible the population is to
being infected.
@TejDesai
23. Amongst the first few FlashMobs…
London, Liverpool Station, Jan 15, 09, 11am
http://www.youtube.com/watch?v=VQ3d3KigPQM @TejDesai
24. Life is better when you share it!
In less than a month, T-Mobile channel on
YouTube had more than 3000 subscribers,
more than 400 comments, over 800k
views and over £1.2m of free media
coverage!
Till date it has garnered over 37mln views!!
@TejDesai
25. Sequel to the Flash Mob Dance
• Generate a real feeling of anticipation and create a
truly unique, memorable moment that everyone
would want to share in.
• Give thousands of people the opportunity to
experience first hand what ‘life's for sharing' is all
about.
@TejDesai
26. Teaser / Announcer
Teaser Ad
http://www.youtube.com/watch?v=ki5absp4Zn4 @TejDesai
28. Result
• More than 13500 people gathered in Trafalgar
Square – thinking they could be dancing - no-one had
any idea how the event would unfold.
• They participated in a giant (one-hour karaoke) and
gave them the opportunity to experience first hand
what ‘life's for sharing' is all about.
• In less than 2 weeks they already have over 480k
views on youtube
@TejDesai
29. Result
• More than 13500 people gathered in Trafalgar
Square – thinking they could be dancing - no-one had
any idea how the event would unfold.
• They participated in a giant (one-hour karaoke) and
gave them the opportunity to experience first hand
what ‘life's for sharing' is all about.
• In less than 2 weeks they already have over 480k
views on youtube
@TejDesai
30. World’s no 1 Viewed video…
http://www.youtube.com/watch?v=9bZkp7q19f0
@TejDesai
34. And at the same time…
• Catchy Music
• Entertaining / Fun
• Relevant Message : Anti-Materialism theme
• Timing: Recession
• Actions speak louder than words
– Despite that the key words Wop…wop … Gangnam Style is
understood my most!
• Fairly well-known in Korea
@TejDesai
35. And at the same time…
• Reasonably good production values, featuring Popular
comedians, rising young singer, Korea’s Got Talent winner
• Leggy Koreans
• Unexpectedness: ‘What the hell’-ness of the video
• Most importantly, the content is shareable!
@TejDesai
42. Just a few fundamentals…
• Online support/integration amplifies viralability/WOM
• Human beings are emotional animals
• We respond to emotions generated by specific cues:
Leverage Humour, Absurdity, Surprise, Shock, Intrigue to
name a few
• Content, like contagion spreads through Audience
Networks by harnessing the links between people
• The more random the connections between social
clusters, the better the chance that a piece of media will
achieve super distribution. @TejDesai
43. Just a few fundamentals…
• However the underlying virality is very different to
traditional marketing
• It is NOT enough to merely persuade someone to pay
attention
• They have to be motivated enough to risk their own
personal brand by becoming your advocate!
@TejDesai
44. THUS, LET US CHANGE
OUR THINKING FROM MAKING
‘VIRAL’ CAMPAIGNS
@TejDesai
