DDB Brazil and WWF in trouble
There has been a lot of talk these last couple of days about an ad made by DDB Brazil, supposedly for WWF. It even won an award in the One Show. WWF first said they denied approval of the ad, but have later come around and said they did actually approve the ad.
Now, there’s a [...]
The importance of accuracy in viral spread
When starting campaigns, trying to ignite a viral spread, exposing people to the (supposedly) viral agent is the first step. It is important to get people to pay attention. Today, this isn’t easy.
As the title or headline of some content often creates the first impression, the first step is to create a title that spurs [...]
Using strong and weak ties in viral campaigns
This January I was pretty impressed by the new thinking CP&B did with the campaign Whopper Sacrifice. I am not talking about the morality in dropping friends on Facebook to get a free Whopper. What impressed me was that it was the first time I saw (or at least reflected on) anyone actively taking advantage [...]
The next level of viral marketing
I have previously written about Fixed and flexible networks.
By “flexible networks” I mean the kind of networks we have around us where we chose who will be included depending on the situation. For example, if we want to know something about a product we are thinking of buying, we ask people we will be [...]
What you measure influences how much word of mouth you get
It is interesting to see how different rules within businesses shape the way people within them behave. It is even more interesting to see how what these result in over time.
Even though they might have a short term benefit, rules and incentives can hinder a business on a longer perspective. The boundaries an employee has [...]
How to get word of mouth from non-customers
The way customers are treated isn’t always the way you’d wish is was.
Sometimes it’s the wrong person in the wrong place. Sometimes it is strict rules about what you can or are allowed to do as employee. And sometimes it’s just a crass focus on costs. The reasons can be many, but the results are [...]
MILFyourself - a spoof on ElfYourself
OfficeMax got a huge success with ElfYourself (not active anymore) around christmas 2008 (193 million visits).
Being an obvious spoof, the site MILFYourself.com is trying to ride that popularity.
It is clear that they have not made the first of Kodak’s two mistakes on the MakeMeSuper campaign. They have managed to keep the viral loop [...]
How to get retweets
CopyBlogger had a nice post, 5 Steps to Going Viral on Twitter, by Dan Zarella, which Mack on The Viral Garden followed up on, adding his own advice in How I get ReTweets on Twitter.
In short, Dans advice (some with a short comment by me):
1. Call to Action - The words “please” “check out” [...]
A brilliant campaign that stumbles badly on the finishing line
Today I saw the Make Me Super site which is a campaign site with a funny personalisation theme. This type of campaign is the “older cousin” to the campaigns with only name personalisation I have written about more than once. Basically:
Get a video from a friend, with your own name mysteriously included in the [...]
Facebook required changes to Whopper Sacrifice
I recently wrote about Burger Kings campaign Whopper Sacrifice, a Facebook application where you could de-friend 10 “friends” on Facebook and get a free Whopper.
Now it seems Facebook has required changes to the application due to privacy issues, according to Inside Facebook.
“Facebook has clarified that it has not shut the app down - [...]
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