Download - Fantastec viral marketing kakushin webinar
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Viral Marketing: How to raise massive
interest in a startup company?
Juha VäisänenCEO, Fantastec Ltd.
Finlandhttp://www.fantastec.fi/
http://fi.linkedin.com/in/juhavaisanen10http://twitter.com/mr_Fantastec
Kakushkin group webinar
20 November, 2013
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Contents
•Who is he? Where does he come from? •Fantastec & learning game revolution •What is viral marketing? •Viral marketing case:
•How Fantastec – an unknown startup - became a internet phenomenon, got massive media attention & thousands of job applications? All this with a budget of 0 euros!
Polar Heroes game character Banker Squirrel helps to learn the value of money
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•Two University degrees: Economics (Marketing) and Education•Energetic innovator, marketing professional, humour producer, learning expert...•Now combining all previous: CEO, Fantastec Ltd.
Juha: Background
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Epilogue:
Finland…
The country with the most beautiful nature in the world….
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….where your
mother is beautiful….
Finland…
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….and your father is rich.
Finland…
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….well, not really.
A small nation with limited financial resources and extreme
conditions.
Finland…
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Finland…
• This is how our staff lives
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Finland…
• The most typical reasons why an employee is absent from work:
• Lazy
• Drunk
• Polar bear attack
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Finland…
• To be honest, Finland is a great country with very strong ICT expertise, a well-managed society and a happy nation
• OECD (PISA tests): The best education system on the globe
• Several very successful game companies
• Rovio (Angry Birds), Supercell (Clash of Clans & HayDay)…
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Fantastec
powers children’s happiness
and creates
great value for parents
with fun and educational games
Fantastec:
Mission & passion!
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Polar Heroes: World’s first comprehensive and
fun game based learning solution
•Fun and educationalfor kids, valuable for parents•Primary market: 4-9 yrs kids + mid class parentsSecondary market: schools•Multiplatform: Online, mobile, smart TV apps
http://www.polarheroes.com
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Multiplatform example:
Bunny math racefor IOS, Android & Win mobile devices
•Fun and fast mobile racing game•Race with a cute bunny and win a massive load of carrots for your bunny •Race is based on petting your bunny and challenges which develop kids math skills
See the trailer and try the game here:
http://www.fantastec.fi/mathbunnytrailer
/
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Testing principles
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What is viral marketing?
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Viral marketing
•“Marketing your business with things that can get passed around the Internet, such as social media and emails”•Traditional viral channels; word of mouth (users, customers, influencers, media…)
•Cost effective, yes!•Easy? Definitely…not.
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Viral marketing
•Research: “Virality is driven by psychososiological arousal. Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral”•Feelings: Happiness, anger, laughter, love… •Things to take into account; shareability, media, audience, momentum, etc.
•“See this cute baby seal? Buy our product or it will be killed”
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How can you do marketing with a budget of zero €?
How can you get massive media attention for a startup?
How can a startup get over 1000 job applications for one job?
Viral marketing
Case: Fantastec
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Starting point
•Game developer and programmer needed
•Problem: an unknown startup company•Problem: Fierce competition for best talents (Rovioetc)•Problem: no money for recruitment campaign
•But… We are not doing this with big bucks, we are doing this with brains…and big heart!
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Goals of marketing
campaign
•Publicity for Fantastec•Raising awareness and interest among potential employees•Brand building: An energetic, talented and fun company – That’s Fantastec!
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Recruitment campaign:
Action!
•Job ad on Finnish employment office (very concervative) web pages
…job ad with a strong humoristic twist and reverse psychology
•”Fantastec is a tired and grey game company. We are looking for village idiots and foolish daydreamers”…
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•We wanted to attach a picture of a hard working employee. We couldn’t find one so here is a picture of our office kitchen.
Content samples
1/3
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Content samples
2/3
•We offer the support of a spineless organisation and miserable bonuses like only slightly used bus tickets•You will get a Commodore 63 and internet connection, so you can enjoy your work day on Facebook•Our morning meetings may be anaemic, but in return, team gatherings include a sufficient amount of alcohol•On Fridays, we leave work early, but we compensate this by coming to the office later on Monday •Work experience as a CEO of Rovio is a benefit
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Content samples
3/3
•The truth was also revealed:
•To the point! This company doesn’t need idle tweakers, but top talents with a great sense of humour and creative spirit•Show your potential by sending an application, a CV and a picture of your grandfather wearing his wife’s underwear. •Please inform us about your desired amount of salad
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What happened?
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Humor portals…
•For example Naurunappula (engl. Laugh Button): almost 30 000 viewers•The first comments were wondering if it was a real job or just a parody ad•Then somebody sent an application and told others that he got a response
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Blogs react…
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Facebook and Twitter
buzz…
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The press wakes up!
Dozens of articles
For example: Second largestFinnishnewspaperAamulehti; print and online news article
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Tekniikka & Talous:
a two-page article
Largest techrelatednewspaper in Finland
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A blogger translates it into
English…
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So what?
• Applications from all around the globe
• Over 1000 applications for one job
• National record: the largest number of applications for one job
• Altogether almost 2000 job applications – and we still get several every day!
• Dozens of co-operation inquiries
• Articles in several Finnish newspapers
• Now over 300 000 people know Fantastec
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Fantastec brand
• The Fantastec brand was built
• Humoristic, laid-back and energetic people
• An agile, joyful company
• The core of brand image: That’s Fantastec! Fantastec Spirit!
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The craziness
continues…
– If it ain’t broke, don’t fix it!
– Looking for Tech lead and art designer; almost 1500 social shares within few weeks:
http://www.fantastec.fi/recruitment-most-fantastic-job/
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Viral marketing:
Summarizing• Company policy, culture, resources…
• (media) relationships
• Best practices
• Plan (takes time!)
• Ask help from experts
• Goals?
• Audience?
• Main message, style and context?
• Channels, media?
• Organising: Who, what, why, when, what resources?
• Test, iterate, improve
• Measure the results and learn
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Fun is our business
…and our business is FUN!
Juha VäisänenCEO, Fantastec Ltd
http://www.fantastec.fihttp://fi.linkedin.com/in/juhavaisanen10
http://twitter.com/mr_Fantastec
That’s all, folks!
Test Fantastec games at: http://www.fantastec.fi