nike video viral campaign
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TRANSCRIPT
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Nike Video Viral Campaign
Campaign ManagementProf. David Gracia FabreIE Business School - MDMK2010
By Leonardo BittanJune 1st, 2009
+What is Viral Marketing?
Marketing techniques that use pre-existing social networks to achieve certain objectives such as increases brand awareness or product sales through self-replicating viral processes, very similar to the spread of pathological and computer viruses.
Video clips
Interactive Flash games
advergames
Ebooks
Brandable software
Images
text messages.
Applications
Definition Types
+ Nike Viral Video Campaign: 'Laker Kobe Bryant Attempts Massive Stunt'
+Objectives
Brand awareness – Nike
Product awareness - Hyperdunks
Brand engagement
High and intense viewership
Quality comments
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Strategy•Over a dozen of seeded placements in video platforms like YouTube.com and MySpace TV
•Free to share•Easy to share
•Major sport celebrity – Kobe Bryant•Exotic car•Home video look-and-feel makes the stunt look more real
•The viewer is likely to wonder whether it was a true or a fake jump
•Launch the campaign during end of NBA season - Playoffs
+ Results
60%
40%
Copies
Derivatives
Placement in Units
Viral Placements in %
20
260
SeededViral
Total Views
Seeded 37%
Viral 63%
Seeded 5,920,000Viral 10,080,000Total Views 16,000,000
+More Results
35,000 Comments
Based on a term frequently analysis, we can conclude that the audience was strongly engaged
Admiration: ‘best’, ‘must-see’
Skepticism: ‘fake’, ‘stunt’, ‘real’
Product placement: ‘Nike’, ‘shoe’, ‘Aston’
Comments Engagement Curve
High Captivation
As Kobe takes the jump, there is a curve spike indicating the amount of people who wanted to re-watch the video to see if it was real or not.
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Reasons of Success
Provides effortless transfer to others The selected medium (Internet) has characteristic
to ease the replication and transfer of messages It is free to share
Scales easily from small to very large The platforms selected to seed the videos were
appropriate to sustain high volumes of spread
Exploits common motivations and objectives The featured person (Kobe Bryant) is highly known
and followed Home video look-and-feel intrigues viewers. Is it
true?
Takes advantages of others’ resources Social networks carry with them a huge database of
possible viewers
Emotion appeal Risk of death experience factor was crucial
+Viral Videos - Derivatives
Another Viral Campaign!
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