Transcript Original TV campaign (Feb)

Customer Relationship Management
Benefits:
 Economic
 Social
 Emotional
What was the last
thing you
forwarded or
received? What
benefits did the
email contents
possess?
Original TV campaign (Feb)
20 million viral views
 Follow-up campaign (July)
• Integrated
• Personalized videos (180+)
• Targeted influencers
• Promoted Trending Topic
• 40 million viral views first week
 Results
• Approaching 150 million viral views
since February
• Still #1 viral video ad
• Sales up 107% for 1-month and 55%
for 3-month periods*

•
Generates new customers
Enlarges purchases
Motivates fan passion
* Source: Nielson
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Inclusion: We want to belong and connect to others and
forward emails to stand out from others as a way to
maintain (or add value to) relationships.
Distinctiveness: We want to distinguish or differentiate
ourselves from others, so we seek ways to stand out—by
forwarding emails which offer some economic, emotional,
or social benefit to others in our network of friends.
Affection: We seek reciprocated love and warmth from
others, and forwarding positively received emails to
others suggests an altruistic (selfless) concern for others
who might also receive it positively.
Control: We want to influence others, and forwarding
emails is meant to demonstrate our value to others. In a
positive sense, we are trying to make a difference, to help
others as we have been helped.

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Surprises can be good or bad
What kinds of surprises should companies
and teams use in viral ads, particularly if they
go the violent route?
How is this
approach
different from
traditional mass
communication
models?
Our Comfort Zone…
...Controlled Communication Model
•
•
•
•
•
•
•
Monologue
Singular content source
Content Silos
Dictated Distribution
Scripted Communication
One Target of Many
Individually focused
Brand
Advertising
Community
Consumer
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Dyadic: fans interact in two-way communication with the team.
Collaborative: fans generate content (UGC = user generated
content) within their social network or community of fans of the
team.
Platform agnostic: fans care less about the medium of
distribution (TV, PC, or mobile) and care more about the content.
High quality video is the killer app.
Transparent: easy to use and fan-friendly such that fans can
choose how to access content (TV, PC, or mobile) and receive
equal quality across all platforms.
Community: fan interaction, communication, and content are
encouraged. Social media connects fans, community, and the
team.

In small groups, select a team you want to
work for that needs to increase ticket sales
(i.e., has plenty of inventory).
 Develop a viral marketing campaign
 Make sure the campaign is relevant to the offer
 Make sure the benefits are not just economic, but
social and emotional
 Make it possible for fans to access the content
through as many media as possible