viral marketing campaigns

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?