Archive for the ‘Viral’ Category:
Measuring Viral Campaigns
Virals come closest to the traditional media as the conversations that happen focus around the ad rather than the product experience, thus imparting benefit in terms of awareness which is traditional media strength.Specific benefits are the following :
- Cost effective :After the initial seeding ,viral acquires a life of its own, as users help spread the awareness.
- Credibility : User is much likely to consume the message if it comes from his friend .
- Taking the brand story forward .
But there are no clear cut matrices to measure the impact of a viral campaigns, following matrices could be used to measure the impact :
- No. of forwards /pass-alongs
- No. of embeds
- No. of Downloads
- No. of fans /group members
- No. of comments
Along with :
- Total UVs
- Total Page Views
- Page Views per Visit
- No. of referral URLs
- Interaction Rate
- Started Rate
- Fully Played Rate
- No. of contact details collected
More in depth analysis of conversations on the www
- Mentions trended over a period of time
- Positive/Negative sentiment
ROI in terms of flip in sales of the product is quite straight forward ,one could also monetize for example a positive mention and calculate ROI for the same.
After AdultDost.com ,Kaamsutra.info
I had written about AdultDost ,on similar lines we have Kaamsutra.info ,which promises to find the best position for you ! (safe to open in the office).
KhattiMeethi life by SimplyMarry
SimplyMarry has launched khattimeethi life viral ,based on the concept of how the life changes after marriage and SimplyMarry’s positioning of being an urban specialist.Mediocre at best :
Quantum of Shoelace by IDBI Fortis
IDBI Fortis has launched this new viral ,based on the recent Bond movie .Our Viral filmmakers are moving on from bollywood to hollywood now for inspiration .This is a nice one and the obvious play with the name Bond and IDBI Fortis product Bondsurance. This is the second one from Contest2Win ,after BosskaBoss.com which till date has received 2.25 lakh views.
AdultDost.com from Tata Sky
AdultDost.com is an interesting viral developed by Media2Win for their active darshan feature .Confused go figure !
In terms of end the end result ,selling more DTH sets ,it does little ,but never the less a "hat ke" attempt .
OkTaTaByeBye.com launches Ghajini aka Gajodhar Viral
OkTaTaByeBye.com the travel community web site of MakeMyTrip.com launches Gajodhar based on Ghajini’s story that Amir Khan’s character forget every thing and therefore gets it tattooed all over.
This is a good one ,from the WebChutney stable .Enjoy !
Zara Hatke Online Campaigns in India
Measurability is the greatest strength of online marketing but measurability is also the biggest obstacle ,why marketers are averse of using online in place TV and print , as traditional online measures like CTR , do not do justice to the kind of interaction,involvement and thus impact on the user.
Following campaigns are case in point :
“Miley Jab Hum Tum” : For launch of this new show on star ,Rediff logout had 640X480 banners ,the first frame with one of the protagonist from the show with his character described and on clicking ,one could play a game in line of his character.
Virgin Mobile :For their popular TVC ,involving a nurse had this Over the page (OTP) position on MSN home page.
Another OTP ,this time for Tata-Sky.
Wario Land :Shake it on YouTube
This is one cool promotion of Wario Land :The shake dimension ,the game on Wii.
The you tube video is synchronised with the page effects .Check it out http://www.youtube.com/experiencewii
Center Fresh Viral with the Twist
Web Chutney has created viral titled Milan Ki Katir for Center Fresh ,as a part of their "Zubban Pe Laggam " campaign.The campaign is take on the Vikram & Betal tale ,what is interesting is that midway during the viral there is game which involves stopping Betal from speaking ,by popping a center fresh in his mouth .Based on how you do perform in the game the ending is played out.
The viral is hosted at centerfresh.in .
Cannes Lions 2008 winning Virals
“Whooper Freakout ” created by created by Crispin Porter & Bogusky, Miami for Burger King won gold in the cyber category .To coincide wit the 50th anniversary of the whooper burger king did a social experiment by removing whooper from the menu .The campaign explores the emotional attachment people hold towards the product .In Dec 2007 www.whooperfreakout.com was rolled out.
T.A.G. & McCann won the grand prix in the film category for MS Halo 3 Believe campaign ,which included four spots ,where real actors play role of surviving war veterans and speak with reverence about the Master Chief.The Halo 3 web site serves as a virtual museum.
