tuffrunner viral campaign

Performance TestingGuerilla Campaign

October 2007

Copyright © 2007 Borland Software Corporation. 2Confidential

Objectives

• Generate leads for Borland’s Silk Performer software testing product

• Get Borland noticed using a limited budget

• Strengthen Borland’s competitive positioning within the Performance Testing space


Strategy and Tactics

• Use white paper to drive leads through email and guaranteed lead program

• Develop a Guerilla campaign● Create a mock infomercial viral video that showcases the

competitor’s key weaknesses● Use a combination of existing/social media to drive video views

• Metrics for success● Hits to tuffrunner.com● Views and comments of the infomercial on sites like Youtube and Viddler● Downloads of our white paper from the tuffrunner.com site and elsewhere● Hits on the media vehicles we are using to promote the campaign● Calls to the 877-tuffrun phone number listed on the site● Clicks on the ads on Borland.com


Lead Generation Vehicles

LEADS TO SALESFORCE.COM

Delicious

Digg

Stumbleupon

Facebook

Reddit

Blogs

Gantthead Newsletter blast Myspace

Industry Blog placements

Contact Strategy

White Paper eDM with video as

secondary CTA House List

VIDEO Landing Page

Updated Performance Testing Resource Center

with video promo

White Paper

Newsletters, search keywords and abstract drive Insight 24 users to register for assets

150 GURANTEED LEADS TO BORLAND

Webcast Trial

Standard Reg Form

Video

Video Posting

WebsitesTuffrunner ads on Borland.com

Social Networking

SKO

LEADS TO SALESFORCE.COM

Video Reg Form

HACKED

Video Promotion Vehicles

http://www.stumbleupon.com/syndicate.php?stumbler=4100085

http://www.insight24.com/webcasts


The Idea

• Tuff Runner is a fictitious name that represents a real product, HP/Mercury’s Load Runner.

• Tuff Runner created an infomercial and website that someone has hacked into. The hacker is ridiculing Tuff Runner’s claims and encourages everyone to use Borland instead (hints of who the hacker might be were given throughout the campaign, maybe it’s Chuck?).

• The tug-of-war continues on Borland.com where it appears Tuff Runner has fought back and hacked into our site with their ads.

• The mandate is to always stay true to the creative idea - always stay inside this fictitious world – and carefully craft inside jokes around our target audience’s knowledge of the competitor’s product and it's shortcomings.


Campaign links

• www.youtube.com/watch?v=s11S3xd6pgQ

• Tuffrunner.com archived staging site http://snipurl.com/tuffrunner

• 1-877-tuffrun phone number listed on Tuffrunner.com http://snipurl.com/trphone

http://www.youtube.com/watch?v=s11S3xd6pgQ

http://snipurl.com/tuffrunner

http://snipurl.com/trphone


Tuffrunner.com


Tuffrunner.com - hacked rollovers


Visiting Borland.com


Silk Performer Page


Test Automation Page


Silk Performer Case Studies Page


LQM Resource Center Page


Whitepaper lead-gen edm (with Tuffrunner mention at bottom)


Email from Borland CMO

“There is a new competitor in the load testing space, Tuff Runner. Make sure you are familiar with who they are. We are sure we will see them more and more in the coming months and years. Their new infomercial is posted on Youtube (www.youtube.com/watch?v=s11S3xd6pgQ ). It looks like someone has hacked into to it to poke holes in their claims. Their website too, www.tuffrunner.com.

Make sure to forward their information around to as many people as you can. We’d love to find out who has shot so many holes into their story. Perhaps HP/Mercury? After all Tuff Runner seems to be going after their Load Runner product. Although we have heard rumors they are planning an attack against Borland.

Either way we remain confident our load testing solution, Silk Performer, is still second to none.”




http://www.tuffrunner.com/


Blog - Option 1

Have the entries come from Chuck. Chuck talking about his experiences with the infomercial, the product, how he “likes Segue, I mean, Borland”. Etc. Tongue-in-cheek, fake – and clearly so.

• Pros:● In line with existing creative concept

• Cons:● Could be perceived as a fake blog● Potentially significant audience backlash for Invasion of community

space● Could be removed by blog site


Blog - Option 2

Have the entries come from an actual Borland employee (Brad or Clint). Explaining that this is a piece of marketing collateral but we felt it was amusing / entertaining enough to blog about. No hard product sell.

• Pros:● Non intrusive option for a very sensitive medium● Cleary communicates the message for what it is in a peer to peer

environment

• Cons:● Does not stay true to the creative concept● Pushes the boundaries of what we should really be using blogs for● Keeping up with, contributing, and responding may be time

intensiveRECOMMENDED APPROACH

tuffrunner viral campaign

Documents

borland software corporation

confidentialvisiting

video viewsmetrics

mock infomercial viral

tacticsuse white paper

competitors product

staging site http

websitestuffrunner ads