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EMAKINABuzzMarketing&ViralStrategiesandStrategiesEmakinaAcademyBuzzMarketing朝阳治疗宫颈糜烂最好的医院北京京爱医院évennecPresidentEmakina––––AboutEmakinaEmakinaistheleadingindependentBelgianwebagency.WeofferthefollowingintegratedservicescreativeconsultancyandgraphicdesignwebdevelopmentandITintegratione-businessandstrategicconsultancymarketingcommunicationservicesWithanaward-winningteamofover+80webexperts,Emakinadeliversstate-of-the-artprojects.SomeEmakinaCustomersSelectedCasesViralBuzzVolkswagenNewBeetleVolkswagenPoloFoxProximusVodafonelive!UglyDuckProximus3GSpriteLightGoblin+GoblinBlogJeanPaulGaultier!!!!!!!!!!!Today’stopic“ViralmarketingislikesucceedinginHollywood:everyactorwantstodoit,onlyafewsucceed.”CaseStudiesVolkswagenBeetleVolkswagenPoloFoxBuzz–Alow,vibratingsound–AparticularlyintensekindofWordofmouthBuzzMarketingAtermusedinthemarketingindustrytodescribeactivitiesthatcompaniesundertaketogeneratefavorablewordofmouthpublicityaboutproductsandservicesInitialBriefingMakesomeanimationonthevw.bewebsitetorelaunchNewBeetleCabriomini-sitebeforethesummerTheIdeaBenefitfromthenotorietyoftheYetigamewhichwasoneofthelargestbuzzontheInternetin2004TheConceptThegoalisnotdirectlyhitthetargetbutrathertocreatearumorthatcanreachtothetargetTheStoryline–TheNewBeetleCabrioassiststhepenguinsmartyrizedbytheYeti–NewBeetleCabriosavesthemandmakesthemreboundingonitscapottetothesea–Positivewink;-)TheGame–Basicarcadegame,easytounderstand–Themoreyoumakereboundswithpenguins,themoreyougetpoints–Themoreyousavepenguins,themoreyougetbigpointsTheGame–Thegamestopsafterhavinglet4penguinsfallingonthefloororifyousendyourcartowaterDesignApproach–Cartoondesign–FreshinterfaceExcitethePlayersAttheendofeachpart,theplayerwillhavethepossibilitytosendbyemailacertificate(HTMLformat)attestingthathesavedacertainamountofpenguinsExcitethePlayersAtthebottomofthecertificatetheaddressofthegamewithaninvitation:Defyyourfriendsbysendingthemtheaddressofthegame!.ExcitethePlayersApermanenttableofhighscoresispostedonthefirstscreenofthegameinordertostimulatethechallengeDemoAFewFigures–5.000monthlysinglevisitsontheminisitebeforethegamewaslaunched–130.000singlevisitsontheminisitethemonththegamewaslaunched–12.000monthlysinglevisitsonthenewbeetlecabriominisitetoday.–75.000playershavealreadyregisteredtheiremailaddress!CampaignAppreciation–Lowcostpromotion!–Emailsenttothe40.000registeredusersoftheVWe-News()–Banneringonthe–BanneringonPlaytheGamesite–EmailingviaPlaytheGamelist–Wordofmouthdidtherest!Whatabuzz!NewBuzzCampaigninMay2005–VolkswagenlaunchnewPoloFox–3weekprelaunchbuzz&blogmarketingcampaign––2monthactivation(interactivevideo)onVolkswagenwebsite––ChainmailMessage:HiFred,YoutoldmeoncethatIcouldcountonyouifIneededsomehelpWell,IthinkIgettingwhereIwant;I’matthetop!I’minsuper-formandmyartisticfeelinghasneverbeenbetter!Couldyouaskthepeopleyouknowiftheyhaveajobforme?Thatwouldbesuper!Ialsohaveawebsite––2.TeasingphaseCreativeconceptCampaignmap–––CreativesViraleffortResults–––2.Teasingphase:viraleffortBroadcasttodifferente-mailingslists:“Bricesiteoftheday”OtherEmakinaopt-inlists...…...2.Teasingphase:viraleffort–Researchnetwork:–Findfirstechelonoftargettrafficsites:writetheeditorials&directlyaccessthevideos•Forums:Studiant.be,Skynetforums,blogs…•Funnysites:pureesoiree.be,zattevrienden.be–Findsecondechelon:sitesthathelppeopletofindthepromotionalmaterial&increasereferencesFR(80-sites)accrodelire.comatoutcoeur.comdrole-video.comNL(70-sites)1001moppen.bebigfun.bebulletinboardforum.comEN(50-sites)afunworld.comallfunnypictures.comzone-humour.comcoolegames.comunoriginal.co.ukworkcanwait.co.ukzonehumour.comzwatla.comstudiant.besupergame.bewowfunny.com–––––––––––––––2.Teasingphase:viraleffortCreatesiteaccountsandstartposting:://********david_rademaker@hotmail.com/*********rademakd/***************david_rademaker@hotmail.com://://://://://*****rademakd/*******rademakd/*******rademakd/**************rademakd/*******rademakd/*******rademakd/*******://@gmail.com/rademakd/****************2.Teasingphase:viraleffort–Insertion&activation:forumposts–Wemaintainedadiarytokeeptrackofwhatpostswerewheninserted(toavoidduplicates).Editorialsandpromotionaltextswerecustomadaptedtothestyleofthesiteinordertoincreasethechangesofacceptance:28/07/2005(link)BaldguysshouldNOTtrytopickformup