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Viral Marketing ResourcesResult(s): 1 - 8 of 8
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There's a buzz building around Buzznet, which is a website that offers no-cost space where users can post photoblogs, or galleries, of personal digital photos. Photos can either be uploaded from the user's desktop or posted on the fly from their cell phone's digital camera, which is a practice known as "moblogging" (short for "mobile blogging"). Once uploaded, the photos can be fashioned into pop-up slideshows complete with editorial, and there are all kinds of community sharing features built into the application. Currently, recording artists such as Avril Lavigne are hopping on the trend by creating a space where concert goers can post photos from her live events to the community photoblog, and uber-wired Senator John Kerry has a photoblog where supporters can document his presidential campaign with photo coverage and commentary. Can marketing sponsorships be far behind? We think not.
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Giving your site users the technical means to email articles or information to a friend is a basic viral marketing practice. Clickability provides a suite of Content Management System tools called imWare which add instant interactivity to a site in the form of Save This, Email This, Print This and Most popular functions. You'll find imWare in use at hundreds of websites, including CNN and the Wall Street Journal. Running in the background are powerful analytic reporting features which give publishers insight into which content prompts action across a site or across an integrated content network. imWare is an ASP-based solution that starts at $249(US) per month.
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UK-based agency DMC has been specializing in online viral and buzz marketing for major brands since 2000, and they are the brains behind some of the most memorable campaigns in the industry. DMC has planned and "seeded" (the term used for planting a viral marketing effort on the Internet) campaigns for companies like Levi's, Mazda, X-Box, Sony Ericsson, MTV, Virgin (in and of itself an excellent example of viral marketing) and Reebok (does the name Terry Tate ring a bell?). At their site you will find assorted readings about the art and science of viral marketing as well as real numbers and background relating to the success of their various campaigns. View the creative and check out the details, which can be found in the "Portfolio" section. For example, DMC's viral marketing effort supporting the launch of the new Mazda2 in Europe in May 2003 generated 1 million online responses within one month. That's nothing to sneeze at.
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Kudos to General Electric, whose very first online marketing campaign, known as "Pen," garnered advertising awards up the wazoo. Inspired by GE's "Imagination at Work" campaign, "Pen" is an interactive tool that allows users to draw and color a sketch and pass it along via email, thereby reinforcing GE's message that "All big ideas start with a sketch." The tool was actually embedded in banner advertisements appearing across the Web, and now lives comfortably at the URL above. This campaign was so popular that Web developers and other creative types hijacked the creative and began running the banners on their own industry sites, spawning an underground network of design competitions and brand buzz. How do you convey the brand attributes of innovation and imagination? Hand someone a pen, and let the marketing message take it from there. We also admire the way that the campaign is integrated into GE's website and print and TV advertising as well.
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One of this century's best commercials, in this editor's opinion, is the Honda "It must be love" spot featuring pictures of people who look like their Hondas side-by-side with their beloved cars. Honda tapped into the pride of ownership with the campaign, and they expand the message via viral marketing at this website, where customers can upload pictures of themselves and their Hondas for a chance to be featured in an online commercial. At the site you can view the original TV commercial and view and vote on the customer-submitted photos as well. While this campaign isn't as well-integrated into the overall Honda website as we'd like to see, the take away message is clear - love me, love my car.
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Those who do not use some form of IM (instant messaging) simply do not understand how it fundamentally changes your daily life, although those same people would probably totally agree that their worlds are divided into "before the Web" and "after the Web." In any case, IM goes beyond the Web because it can be accessed on cell phones and other mobile devices. To those who understand it, instant messaging is a viral marketing weapon of formidable strength. Bulk up your IM arsenal at this site, where you will find articles and research reports on Wireless IM, Enterprise IM, Public IM, security issues and IM vendors, products and next generation technologies. FYI, AOL's IM product (AIM) is used by 50 million subscribers each month, who send 2 billion text, voice and video messages every day. Ten million cell phones will be IM-equipped in the US in 2004, and the US lags far behind the rest of the world in its adoption of mobile technology.
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Want to know what's percolating in the world of viral marketing? Check out the Lycos UK Viral Chart, which tracks the top ten hottest and newest viral campaigns. You'll find it in the Entertainment section under a category called "Cheeky Emails." The UK is a hotbed of viral marketing activity and there are many viral campaign tracking websites to be found, most of which feature content too raunchy to be included here. Hopefully, the Lycos-approved campaigns won't cause you to send the kids out of the room. Both mere mortals and marketers regularly submit quirky QuickTime movies, games, text emails and the like to these sites in the hopes that they will start a viral buzz. At the time of this writing, the Lycos Viral Chart included marketing shorts from Mazda UK and Virgin Mobile. To stay viral, sign up for the "Cheeky Emails Newsletter" and you'll receive notice of the very best virals as and when they appear on the chart.
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TrackBack was designed by Six Apart, creators of the popular blogging systems Movable Type and TypePad. It is an open source tool to help track ongoing posts about a specific subject on Weblogs. Essentially, TrackBack provides a way for all comments on a specific topic on any Weblog to be housed as a thread at a specific TrackBack URL, in addition to wherever those comments might originally appear online. Every time a new comment is added to the thread, all previous commentors are notified with a TrackBack ping so they can follow the newest entries to the conversation. Once a conversation is started, bloggers can also post a TrackBack link on their own sites to encourage further centralized commentary. What will be truly interesting is when all TrackBack threads can be searched or reviewed by topic, so that marketers can check out the most active conversations or those related to their products or services. Not happening yet, but stay tuned.
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