Viral Marketing kann ganz schön erfolgreich sein
Lustig. Wenn’s lustig ist. Und dann verbreitet «es» sich wie von selbst. Die virale Kampagne «Monk-e-mail» vom amerikanischen Jobportal CareerBuilder.com muss es einfach sein. Lustig eben. Und ist daher ziemlich erfolgreich:
44 million monkey emails have been played and more than 6.5 million unique visitors have logged on to the site. The Super Bowl, meanwhile, drew roughly 90 million viewers, and marketers forked over between $1.75 million and $2.5 million for 30 seconds of ad time during the broadcast.
Und warum?
In contrast to traditional TV ads, which consumers can tune out, viral campaigns offer marketers a greater level of engagement…so the message is probably sinking in.
Aber!
And while viral efforts may be cheap, they’re not easy to craft. “It’s not just a matter of creating something that you think is funny and you hope others find so funny that they will pass it along,” says Tom Bedecarre, chief executive officer of AKQA, a digital-communications agency in San Francisco. Mr. Bedecarre says his firm has had the most success with creating an element of mystery or surprise within a campaign.
Gute Fallstudie, das. [ via oddcast.com ]
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