Viral campaign that uses Twitter to tweet the constant updates leading up to the switch off on Saturday 29th, Instagram so you can upload your earth hour pics and Youtube which has a page with a tonne of informational videos about earth hour. Perfect example of using some of the social media tools to drive viral growth in order to get the word and idea of earth hour out there.
A shop was altered for a telekinetic prank, with intent for video to ‘go viral’ to promote the weekend movie release. Viral marketing uses a preexisting distribution network (such as a social network) to achieve marketing goals through a self-replicating process that is akin to a physical virus (flu or IT). The intent of a viral campaign is to acquire disproportionate publicity far in excess of traditional marketing.
The primary intent of any campaign is to support the success of the product it is promoting. In order to be successful, the viral campaign should:
1) Be like an actual virus, in that it can be easily replicated and spread.
a) The idea needs to be new, engaging and easy to search for or pass along.
b) The idea should be newsworthy to get supporting distribution from traditional media, often free.
c) Exceptional content to attract and retain the initial audience.
d) Appeal to influencers - those individuals that promote and sustain the product.
e) Make the virus contagious and easy to spread. In this case, a link to the video is easily disseminated by the influencers.
2) Make it trigger strong emotions: Tie-ins to emotion increase the likelihood of individuals spreading it.
3) Make it interesting and drive engagement.
Measured virally, this video was successful with 37M Youtube views in the 1st week, currently 54M views and 12,000 search results. From a movie success view, the movie only grossed $35M domestically and an opening weekend of just $16M. The extraordinary success of the viral campaign does not necessarily turn into a commercial success – conversely, this illustrates that a successful viral campaign can lack the tie-in to a product.
The Nation Why Disney's Marketing Campaign Doesn't Do 'Frozen' Justice Variety Of course, you wouldn't know any of this based solely on the film's shrewdly deceptive marketing campaign, which has gone out of its way to avoid even the slightest...
Looking at this campaign and this article saying that it is deceptive is true but it an be seen that a well thought out integrated marketing plan was initiated in order to drive viewership of this film. The campaign highlighted elements of the film that would most appeal to the younger male population to hide the fact that it was at heart a 'Princess story' film. I believe the marketing team would have used consumer insights to create a campaign that would entice boys and girls into seeing the film. This I believe was why the film was a huge success because after seeing the film the male audience that they enjoyed the princess story side of it and followed that into purchasing frozen related material.
10 key skills that are elemental to the role of a marketing maven. A complete job description would include the following wish list. It is the goal of content marketing to build trust and brand loyalty in your key constituencies. This is done through articles, through videos, through blogs, visuals and social media engagement.
Finding someone to head your company’s internal content marketing efforts is extremely difficult because there are so many responsibilities under the content marketing umbrella and your marketing maven will need to possess a diverse skill set.
Below, I have focused on 10 key skills that are elemental to a this role. While it may be impossible to find a single person will all of the following skills, a complete job description would include the following wish list....
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