viral marketing campaigns
Post on 07-Dec-2014
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The 5th Team Presentation
A media convergence group
Unique?
Algorithm=Personalization
““Explore New Things Without Explore New Things Without Leaving Your Comfort Zone”Leaving Your Comfort Zone”
LikeMindsLikeTaste
LikeMe
18-24 Year Old Market•In transition•Entering college•Coming to a new place, meeting new people•Still have a desire to fit in
Explore Constantly
Clings
• Gets name out in public eye• Drive curiosity and thus traffic• Can be easily removed and replaced• Size: 4 x 6• 1000 clings, printed at $3.50 each = $3500
Brand Management and Promotions Internship
• Reach our market directly by using people they will actually listen to: Peers
Recruitment
Recruitment
Compensation
Responsibilities
• Attend Campus Welcome Events
Responsibilities
• Review Different places in town
Responsibilities
• Connect and Contact LikeMe members in local area
Responsibilities
• Submit monthly reports to supervisor
Responsibilities
• Guerilla Tactics• Develop new
tactics
Responsibilities
• Important note of Responsibility:– Interns should not include in
recommendations any reference to his or her participation in illegal activities. Those interns under 21 may not post any recommendations or pictures that allude to his or her consumption of alcohol.
Supervisor Responsibilities
• 400 hours/year for every 5 interns– Intern recruitment and selection– Training – Regular supervision/communication
Cost
• Flyers (500-4/pg)$250• Business Letters (250) $150• Business Clings (250) $875• Clings (1000) $3,500• Intern Prizes $400• Staffing ($8/hr) $3,200• Facebook Ad $6,958
TOTAL $15,333
Viral Video Campaign
Viral Video Contest•How Contest will work
–Website members will submit unique videos on a topic specified by LikeMe.net–Winners will be decided on number of votes–$50 gift certificate to recommended location
Facebook Facebook ApplicationApplication
Facebook Advertising
Explore Constantly!
Research for LikeMe.net• Changes made are great!
• People don’t trust web as much as people
• Not a dating website
• Our research was confirmed by other groups
• Suggestions:
– Video
– Qualifying recommendations
QualityQuality
Quality of Rock n’ RollQuality of Rock n’ Roll
Owning a piece of this art Owning a piece of this art establishes you as VIPestablishes you as VIP
LIVE BackstageLIVE Backstage
24-33 Year Old Market• Young, Hip and Single• Spend $$ on themselves• @ Happy Hours, Concerts and out on the
weekends
Living Backstage• Live backstage experience by owning a
VIPiece of art• Live backstage everyday with favorite
musicians on the wall in their homes
WebWeb AdvertisingAdvertising forfor
10,300,693 page views a month $8 CPM
40,000 new users a day thanks to the iPhone$8 CPM
Rectangle + Panel Buy Duration: 3-4 weeksCPM: $7 Impressions: 400,000 Total: $2800
Viral Video Campaign
Viral Video Contest
•Key is creating awareness of brand and product
•How contest will work–Topic and requirements for video outline by backstagegallery.com–Winner decided by voters–1 unframed photo
Recognizing Quality
• Aesthetic level– More than a tacky concert poster
• Personal level– Connects users with musicians
Enhancing Quality• Need to be more Current• Great Job at South by Southwest (SXSW)
Summer FestivalsSummer FestivalsWarren Haynes of The Allman Brothers (100), Matisyahu (9)Who You Should Have: STS9
The Grateful Dead (56), Bob Dylan (191)Who You Should Have: Guster
David Bryne (33), Emmylou Harris (12)Who You Should Have: Zac Brown BandBonaroo – Bruce Springsteen (270), Al Green (16)Who You Should Have: Phish
Dave Navaro (44), Lou Reed (9)Who You Should Have: Kings of Leon
Business Cards
High Quality Printing: 2,000 Cards for $1000
• Living Backstage = VIP Status• VIP Access = Backstage Passes
Backstage Passes• High quality passes to match high quality
artCustom Printing @ $.80 $4,000
Lanyards @ $.51 $2,550Clear Holders @.18 $900
Total Cost 5,000 Passes: $7450
Purpose of the VIP Art Showing
• Raise brand awareness• Showcase quality• Sell artwork• Build up community
Event Budget• Passes (150)= $192• Venue (for 4 hours)= $600-$1600• Food and Beverage = $4920• Entertainment/Audio=$200-$400• Merchandise Cost= $1812.50• TOTAL COST= $7724.50- $8924.50
• Possible Merchandise Sale= $7250
Research• Social networking site, or not• Live Backstage• Search• Quality
• Suggestions:– Search friends– Search concerts, venues, make current
Review• Live Backstage
– Owning this Piece of Art Establishes your status as a VIP
• Tactics– Internet Music Advertising– Business Cards @ concerts– Backstage Passes– Viral Videos– VIP Art Event
Review
• LikeMinds, LikeTaste, LikeMe– Explore new things without leaving your comfort
zone• Tactics
– Clings– Internship program– Viral Videos– Facebook application– iPhone application
What We Learned
• Enhanced Vocabulary in Strategic Communications
• Marketing and Social Media• Business Skills • Applying convergence skills to businesses not
only online but in the physical world.
Feedback - Negative
• See more budget – bottom line• Wrap up presentation segments better
Feedback - Positive
• Professionalism • Impressive Presentation• Refreshing Approach
Suggestions
• Need more guidance – Playing catch up in the beginning– Understanding what we were doing
• Has to be an interactive media client• More communication with Strat Comm
department in the beginning • Convergence group should remain its own
agency
Thank You!
Questions?
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