Viral Marketing Campaigns

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Report
  • 1. The 5 thTeam Presentation A media convergence group
2.   3.   4. Unique? Algorithm=Personalization 5. “ Explore New Things Without Leaving Your Comfort Zone” 6. Like Minds Like Taste Like Me 7. 18-24 Year Old Market
  • In transition
  • Entering college
  • Coming to a new place, meeting new people
  • Still have a desire to fit in
8. Explore Constantly 9. 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
10.   11.   12. Brand Management and Promotions Internship
  • Reach our market directly by using people they will actually listen to: Peers
13. Recruitment 14. Recruitment 15. Compensation 16. Responsibilities
  • Attend Campus
  • Welcome Events
17. Responsibilities
  • Review Different places in town
18. Responsibilities
  • Connect and Contact LikeMe members in local area
19. Responsibilities
  • Submit monthly reports to supervisor
20. Responsibilities
  • Guerilla Tactics
  • Develop new tactics
21. 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.
22. Supervisor Responsibilities
  • 400 hours/year for every 5 interns
    • Intern recruitment and selection
    • Training
    • Regular supervision/communication
23. 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
  • FacebookAd $6,958
  • TOTAL $15,333
24. Viral Video Campaign 25.   26.
  • 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
27.   28.   29.   30. Facebook Application 31. Facebook Advertising 32. Explore Constantly! 33. 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
34.   35. Quality 36.   37. Quality of Rock n’ Roll 38.
  • Owning a piece of this art establishes you as VIP
39.
  • LIVE Backstage
40. 24-33 Year Old Market
  • Young, Hip and Single
  • Spend $$ on themselves
  • @ Happy Hours, Concerts and out on the weekends
41. Living Backstage
  • Live backstage experience by owning aVIPieceof art
  • Live backstage everyday with favorite musicians on the wall in their homes
42. Web Advertising for 10,300,693 page views a month$8 CPM40,000 new users a day thanks to the iPhone $8 CPMRectangle + Panel Buy Duration: 3-4 weeks CPM: $7 Impressions: 400,000 Total: $2800 43. Viral Video Campaign 44.   45.
  • 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
46.   47. Recognizing Quality
  • Aesthetic level
    • More than a tacky concert poster
  • Personal level
    • Connects users with musicians
48. Enhancing Quality
  • Need to be more Current
  • Great Job at South by Southwest (SXSW)
49.   50. Summer Festivals Warren 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 Band Bonaroo – Bruce Springsteen (270), Al Green (16) Who You Should Have : Phish Dave Navaro (44), Lou Reed (9) Who You Should Have : Kings of Leon 51. Business Cards High Quality Printing: 2,000 Cards for $1000 52.
  • Living Backstage = VIP Status
  • VIP Access = Backstage Passes
53. Backstage Passes
  • High quality passes to match high quality art
  • Custom Printing @ $.80 $4,000
    • Lanyards @ $.51 $2,550
    • Clear Holders @.18 $900
    • Total Cost 5,000 Passes:$7450
54. Purpose of the VIP Art Showing
  • Raise brand awareness
  • Showcase quality
  • Sell artwork
  • Build up community
55. 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
56. Research
  • Social networking site, or not
  • Live Backstage
  • Search
  • Quality
  • Suggestions:
    • Search friends
    • Search concerts, venues, make current
57. 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
58. Review
  • LikeMinds, LikeTaste, LikeMe
    • Explore new things without leaving your comfort zone
  • Tactics
    • Clings
    • Internship program
    • Viral Videos
    • Facebook application
    • iPhone application
59. 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.
60. Feedback - Negative
  • See more budget – bottom line
  • Wrap up presentation segments better
61. Feedback - Positive
  • Professionalism
  • Impressive Presentation
  • Refreshing Approach
62. 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
63. Thank You! Questions?
Description