Create a Viral Campaign
Create a message, usually an email, that's meant to be passed from person to person.
Challenge: VIBE was seeking a differentiated experience targeting the urban community. They required user-generated video to support their Rap Battle Contest and consumer traction for their sponsor, the new AT&T. The content had to be free of copyright material; submissions had to align with sponsors’ requirements, and the initial influencers had to be quality independent artists. UnBound was tasked to...
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THE CHALLENGE: Dell wanted to enter the increasingly competitive digital music space. But, given that the brand had little music credentials, and would only be selling the DJ Ditty online and through mall kiosks, we needed an innovative strategy that could launch this new MP3 player into one of the most crowded categories in the world, to one of the...
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Age-o-Matic: Viral Campaign Allows People to See How They Will Look in the Year 2057 -- Or If They Stay in a Bad Job WHO: * CareerBuilder.com * Cramer-Krasselt: Design and art elements * Oddcast: Web design and technology WHAT: When we were thinking about how to engage people online, giving them a chance to play with the brand seemed...
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Conde Nast magazine Golf Digest used Peersuasion to create "Drive for the Green," an integrated online golf game, viral marketing program and online survey. Registrants played a fun, multi-level golf game, with opt-in, survey and sweepstake elements. Word of mouth, banner ads and email newsletters directed users to a dedicated microsite, where they registered for the game. Sponsors included Visit...
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Nearly 50 percent of today's American youth are non-Caucasian, yet many mainstream marketing campaigns neglect this target. Not Unilever. The maker of AXE, currently the bestselling men's personal care brand in the U.S., set out to influence the one audience that was defining popular culture and just happened to gel perfectly with AXE's sleek and edgy brand personality. To generate...
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CHALLENGE: There are few groups more skeptical of traditional media today than college students. With Honda, Toyota, and Nissan entering the sub-compact segment, Chevy needed to communicate the benefits of an Aveo (spaciousness, quality, and low cost) to its core audience. General Motors needed a way to be promotional, yet authentic; if the target audience felt the online content was...
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With the 16-25 year old male demographic in mind, Pod looked for game and entertainment sites that were already capturing the audience's attention. One genre that was very "sticky" and popular was the "Escape From The Room Games." In these games, there is only one way out of the room, and players search for clues and combine them in such...
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Pod design created a "blog fodder" game that spoofed celebrities behaving badly, a favorite topic of blogs across the Internet. Peerflix is a P2P network for exchanging DVDs, making it a natural fit for Hollywood. In Peerflix Paparazzi, The user takes on the role of a paparazzi photographer tasked with capturing valuable shots of the scandal de jour. The better...
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Sprint was introducing a new wireless entertainment service and wanted to generate buzz and curiosity around its release. They wanted something that would create a unique experience that would inspire viral distribution and also ultimately drive traffic to the Power Vision site. Organic created an unbranded video of a man sitting in a cab. The users were allowed to control...
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Program Summary: The LOST Experience is an Alternate Reality Game (ARG) designed to bring consumers closer to the fictional world of the ABC TV show, LOST. The ARG features 4 advertisers embedding clues into their online & offline properties for consumers to discover more information about the show's characters. Sprite began on May 10th by placing the new Sublymonal.com URL...
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Background: MyCircle allows Alltel customers to call up to 10 people for free, no matter which network they're on. The other newtorks were not pleased with this approach. Poking fun at the other networks became the basis for the Alltel campaign. Problem: Alltel, the 5th largest carrier, challenges the status quo by offering innovations others cannot. With limited marketing funds,...
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The Gap Ambassador Program, a viral marketing campaign, was designed to drive awareness and trial of Gap's new denim fits through word of mouth influence and testimonials of brand Ambassadors. To connect deeper with women and strengthen brand loyalty through meaningful, one-on-one interactions, Gap selected 100 women throughout the company's top 10 markets and anointed them brand Ambassadors. Once identified,...
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