国外广告公司简介(专业清晰视觉冲击)（PPT103页）.ppt

EMAKINABuzzMarketing-),TheGame,Basicarcadegame,easytounderstand,Themoreyoumakereboundswithpenguins,themoreyougetpointsThemoreyousave,penguins,themoreyougetbigpoints,TheGame,Thegamestopsafter,havinglet4penguinsfallingonthefloororifyousendyourcartowater,DesignApproach,CartoondesignFreshinterface,ExcitethePlayers,Attheendofeachpart,theplayerwillhavethepossibilitytosendbyemailacertificate(HTMLformat)attestingthathesavedacertainamountofpenguins,ExcitethePlayers,Atthebottomofthecertificatetheaddressofthegamewithaninvitation:Defyyourfriendsbysendingthemtheaddressofthegame!.,ExcitethePlayers,Apermanenttableofhighscoresispostedonthefirstscreenofthegameinordertostimulatethechallenge,Demo,AFewFigures,5.000monthlysinglevisitsontheminisite,beforethegamewaslaunched,130.000singlevisitsontheminisite,themonththegamewaslaunched,12.000monthlysinglevisits,onthenewbeetlecabriominisitetoday.,75.000playershavealreadyregistered,theiremailaddress!,CampaignAppreciation,Lowcostpromotion!,Emailsenttothe40.000registeredusers,oftheVWe-News(www.vw.be/enews/),Banneringonthewww.vw.behomepageBanneringonPlaytheGamesiteEmailingviaPlaytheGamelist,Wordofmouthdidtherest!Whatabuzz!,NewBuzzCampaigninMay2005,VolkswagenlaunchnewPoloFox,3weekprelaunchbuzzImatthetop!,Iminsuper-formandmyartisticfeelinghasneverbeen,better!,Couldyouaskthepeopleyouknowiftheyhaveajobfor,me?Thatwouldbesuper!,Ialsohaveawebsitehttp:/www.tonysheraton.bewhere,ThefirstpresenceonMSNwaswithasimple,textlinkonthe,homepage,Then,ontheHotmailsite,Then,withinthe,Messengerwindow,OnSkynet,therewere,threedifferentplaces,all,onthehomepage,2.TeasingphaseCreativeconceptCampaignmap,CreativesViraleffortResults,2.Teasingphase:viraleffort,Broadcasttodifferente-mailingslists:,“Bricesiteoftheday”OtherEmakinaopt-inlists,.,.,2.Teasingphase:viraleffortResearchnetwork:Findfirstechelonoftargettrafficsites:writetheeditorials&directlyaccessthevideosForums:Studiant.be,Skynetforums,blogsFunnysites:pureesoiree.be,zattevrienden.beFindsecondechelon:sitesthathelppeopletofindthepromotionalmaterial&increasereferences,FR(80-sites)drole-,NL(70-sites),EN(50-sites),zone-,unoriginal.co.ukworkcanwait.co.uk,studiant.besupergame.be,2.Teasingphase:viraleffortCreatesiteaccountsandstartposting:,http:/www.zattevrienden.behttp:/www.pureesoiree.be,rademakd/*david_rademaker,http:/www.studiant.be/forumhttp:/www.lachspieren.behttp:/www.prettig.behttp:/www.flabber.nl,rademakd/*rademakd/*rademakd/*rademakd/*rademakd/*rademakd/*rademakd/*,http:/www.dikkezever.be/dikkezever/index.aspxhttp:/www.wzl.bedavid.rademaker,2.Teasingphase:viraleffortInsertion&activation:forumpostsWemaintainedadiarytokeeptrackofwhatpostswerewheninserted(toavoidduplicates).Editorialsandpromotionaltextswerecustomadaptedtothestyleofthesiteinordertoincreasethechangesofacceptance:,28/07/2005,www.pureesoiree.be,NL,submit,griffe_nl.swf,Dude,dontpimpmycar(link)BaldguysshouldNOTtrytopick,form,upchicks,28/07/2005,http:/www.studiant.b,NL,submit,strip_nl.swf,ZoalszeintEngelszeggenIsthataguninyourpocketorare,e/forum,form,youjusthappytoseeme?-(link)-tZalwelweereenof,anderereclamezijnmaartochgoedgedaanInsertionsofcertainmaterialwerefollowed-upbyinsertionsofothermaterial.Thisallowedustobepresentatmanyfrontswithavarietyofmaterial,2.Teasingphase:viraleffort,Insertion&activation:funnysites,2.Teasingphase:viraleffort,Emailstowebmasters,Mailsweresenttovariouswebmasterstoconvincethemtopickup,leads.WebmastersarealwaysonthelookoutforneworiginalmaterialandcatchyheadlinesWeassistedtheminthis,bysuggestingheadlinesandmatchingcaptionsClosetoahundred,webmasterswerecontactedlikethat,2.Teasingphase:viraleffort,Seealsoappendix1:mention/reviewoftheteasingphaseon,(e-)marketingsites/blogs,2.Teasingphase:viraleffort,Evenafterthelaunch,2.Teasingphase:viraleffort,Evenafterthelaunch,2.TeasingphaseCreativeconceptCampaignmap,CreativesViraleffortResults,2.Teasingphase:resultsQuickfacts:,Totaltraffic:Beforeproductlaunch:Highestdaypeak:Languageratio:Numberofvideoviews:Peakonnumberoflinks:,216,574uniquevisitors102,212uniquevisitors22,025(Sunday,July31)NL57%-FR43%+/-275,000(allvideos)+/-250,2.Teasingphase:resultsComparisonwebvertisingvs.viral:(*:seenextslide)Overallfigures:,Paidbannering:Viraltraffic:Beforeproductlaunch:Paidbannering:Viraltraffic:Withinidentifiedtop-5referrers:MSN-Bannering:Skynet-bannering:Mainposts&stimuli:,73,144visits(33%)*143,430visits(66%)73,144visits(60%)*47,843visits(40%)25%ofreferredtraffic10%65%ofreferredtraffic,2.Teasingphase:results,Noteonaccuracy:,Reporteduniquevisitors/visitsnumbersareguaranteedminimums,Inreality,onecanadd10-20%tocompensateforproxycachingeffects(i.e.largecorporationsfrequentlysurffromasingleIPaddressandallemployeescountas1visitor),Missingreferrerdata,Wecannotindependentlyconfirm(viaourreferencingcounter)the,numbersasreportedbyMSN/Skynetbutweacceptthem,Normallywecanconfirmthesenumberswithanerrorrangeofabout10%buthereitseemstobemorelike75%#canberesultofcountingschemeatmediareps,2.Teasingphase:results,Costefficiencyreport:,Classicalbanneringwillalwaysbenecessarytosupportacampaign,butitdoesnotmakeorbreakacampaign,Here,thequalityoftheviralcampaignhadafarmoreimportant,effectthanbannering,Somefiguresforcostsperclick,Bannering:20K!/73Kclicks#0.27!/click,Viralpromotion:7.5K!/143Kclicks#0.05!/clickEfficiencyofviralvs.bannering:x5!,3.Revealphase,byEmakina,3.RevealphaseCreativeconceptCampaignmap,CreativesResults,3.Revealphase:creativeconceptMessagefocusingon:Quality/reliability,SimplicityFairpriceInthe“ugly&bad”toneofvoiceofthebrandAllthisisa100%consistentdesign,3.RevealphaseCreativeconceptCampaignmap,CreativesResults,3.Revealphase:campaignmap,Geentralala.be:nocontentanymore,becomesaredirecttoUglyDuck.beOpt-insfromteasingphasehavebeenwarnedbye-mailGeentralala.be/pres:pageforpress,BanneringonSkynet&MSN,UglyDuck.bePagewheretosee/downloadthemovies,3.RevealphaseCreativeconceptCampaignmap,CreativesResults,3.Revealphase:creatives,TheredirectpageonPasdechichi.be:,Thise-mailwassenttoopt-insfromtheteasing,phase,Thepresshadaccessto,thispage(LG&F),OnthehomepageofUglyDuck,alinkwas,placedtoseethemovies,Thistime,themovies,weresignedwith,“UglyDuck.be”,3.RevealphaseCreativeconceptCampaignmap,CreativesResults,2.Teasingphase:resultsFurtherroleofviralintrafficgeneration(viateasingsite):,Totaltraffic:Beforeproductlaunch:,216,574uniquevisitors102,212uniquevisitors,3.Revealphase:results,E-mailingtoopt-insfromteasingphase:,thanksto1.547.1533.172,3.Revealphase:resultsWebvertising(figuresfromDAD):,rgieMSN,siteMSNHPMSNentertainmentMessenger,FormatIMULeaderboardLeaderboardexpandableOverlayerSkyscraperexpandableMinibanner18-34,Imp.Reues1.038.756524.266714.161160.605192.0572.915.647,Clicks4.0102.97836.4758.8051.52517.029,CTRbenchmark0,4%0,16%0,29%2,18%0,29%0,5%,BestCTRDADforProximus0,6%0,4%3,3%13,8%1,7%1,2%,CTRreal0,4%0,6%5,1%5,5%0,8%0,6%,MSNTotal,5.545.492,70.822,1,3%,Skynet,SkynetHP,IMULeaderboardSkyscraperSkyscraperexpandable,414.260114.234175.581628.949,2.4596033421.533,0,4%0,16%0,23%0,29%,0,6%0,4%0,4%1,7%,0,6%0,5%0,2%0,2%,=,SkynetROSSkyscraper190.036380ExceptionalhighresultsSkyscraperFREEEmakinacreatives!SkynetTotal3.070.2138.489GrandTotal8.615.70579.311,0,23%0,23%,0,4%0,4%,0,2%0,2%0,3%0,9%,4.Emakinasconclusions,Viaourfigurestool,PrelaunchTeasingcampaignViralmarketing!ChannelVisibility!#ofvisitstopartnerwebsites!CTR(ClickThroughRate)*!#ofvideosdownloaded:+/-275000!#ofvideosforwardedviasite+/-2500peopledidsendvideotofriendsviasite(numberofrecipients:unknown)!#ofinscriptions+/-2000peoplewantedtobeinformedofreveal/follow-upThesetrackingcouldbeansweredviaourtrackingtool*WebvertisingonlywithtextlinkonSkynet,MSN,Messenger,Hotmail,LaunchInternetwebsitevisitsContracts/sales!Sales!Salespergross-gain!Salesperswap!SalesperPort-in!Channelvisibility!External!#ofpeopleseeingbanners!#peopleclickingonbanner!#ofvisits(CTR*)!Internal!#ofpagesvisited194,680visits!#ofvisitsconvertedintocontracts!%ofFrench/Dutch/Englishvisitors57%NLvs.43%FR*theCTRwillonlyindicatethenumberofvisitsthroughthebannersandnotthedirectclicktothesite,Post-LaunchCallingbehaviorCustomerprofile!ConsumerBehavior!Age!%ofvoice!%ofSMS!FrequencyofReload!AmountofReload!%ofFreeMinutesusedViaourtrackingtool,4.Emakinasconclusions:timeframe,Normalviralcampaignstake1-2months&requirecarefully,plannedmulti-platformpresence,Thetimelinewasverychallenging(2weeks):,Effectivetimewindowforviralcampaignwasdecreased,Actionplanwasadaptedfrom“slowbuild”#“massivetam-tam”Wasverychallengingbutwemettrafficexpectationsandeven,surpassedourownhopes/wilddreams,4.Emakinasconclusions:comparisonwiththeSpritecampaign,UglyDuck.beUltra-hightrafficinultra-shorttimewindow(almost200k/2weeks)Highpick-uprateofhigh-qualitycreativesonotherwebsitesMorevisuals,videosLowerinteractionmodelLessweblinks(250)butthisisbecausecampaignwasshorter,SpriteGoblinHightrafficinshortperiod(150k/1.5month)Lowpick-uprateofcreativesbutmoreword-of-mouseMorecontent,storytellingMoreinteractive(customimagespostedonsite)Lotsofonlinelinks(1000),4.Emakinasconclusions,Traffic:thismustbearecordontheBelgianweb,(butwewereabitluckysincetimewasunrealisticallyshort),Planning:time-windowtobeenlargedacrossdifferentmedia(3,to4weeksisideal),Brandawareness:tobeimproved:moretext/captionstoposition,funnies,Appendix:Pasdechichionbuzz/viral,marketingsites,CaseStudy,JeanPaulGaultier,CampaignResults,2005-Q4,Europeancampaign+160000visitors+215000visitsSiteevenmadeittoofficialAppleQuickTimeGuide,CaseStudy,YesBySodexho,ArchiveOnline,YesGiftVoucher,WhatTicketRestaurantisforfood,theYes!willbeasgiftvoucherforpresents,specialoccasions,exchangeableinmanyprestigiousoutlets,BuzzCampaign,AcertainSamLennovhasreturnedfromthefutureandismakingvariouspredictionsonsocial,culturalandeconomiclevel.HighlightsarethepredictionoftheYES,4,2,8,6,4,4,6,DesigningastorydevelopmentYESCURRENCY,andletthestoryevolvetomorespecifictopicstobuild,geo-politicalchangedworldtechnological,economic,tim,e,aclimax,changes,changes,3,scientific,environmentalchanges,changes,social,culturalchanges,2,medicalchanges,1,timemachine,changes,entertainment,changes,Wellstarthere,talkingfromahumaninterestleveltogetthestorygoing,SamLennov,Thesenumbersindicatetheproposednumberoftopics/weightwithinthestory,posts,Schedulingposts,Trafficpicksupandbecomes,exponential,mainstreamJuly2005Storygetspickedupby,10thplanetisdiscoveredbutnotpredicted.However,thisistherealisationthatheknowsand,SamleadsaquitelifeandisconsideringgoingpublicwithhisstorybutitsthecomingTsunamithatwillkickstartit.,SamsfriendsMarch2005,July2005,July2005,Presscoverage,influencesthefuture,June,AugSepOct,Jan2004,Oct2004,Dec2004,April20052005,200520052005,time,Blogiscreated,Startsadditionalposting,CampaignFigures,1.5monthcampaignBudget10K,+30000uniquevisitors+42000uniquevisits+184000pageviews4.5pageviews/visit13minaveragevisit,21highlycreativeposts,onavarietyofhumaninteresttopics1325qualityinteractivecomments,Morti,CampaignAppreciationSchoolforums,classspeeches,countlessonlineforumdiscussions,MagazineandTVjournalistsseekingcontactGeachteheerLennov,IkwerkalsjournalistvoorhetmaandbladMenzo,eninfunctiedaarvanstelikugraagvolgendevraag:kanikuergenszien,interviewen?Ikbegrijpdatuopuwprivacygeste