3/17/2011

1

COOL & FUN FACTORS AS POWERFUL

VIRAL GROWTH ENGINES

Yael Elish – VP Product Marketing

Driving is fun again!

Waze Viral Growth

Defining ‘Viral’

Tap DJBumpTom the catAngry Birds

Narrow: Can’t be used without inviting others

Broader: Strong motivation to tell others

The common factor: Scales fast @ 0$ marketing

Word-Of-Mouth Motivators

COOL FUN USEFUL

3/17/2011

2

USING THE FUN FACTOR

TO ACCELERATE VIRAL GROWTH &

MAINTAIN THE MAP FRESH

@ WAZE

Key Value: Avoid Traffic

Real-Time Traffic. By Drivers For Drivers Commuting Groups Focused / relevant reports, and carpool buddies

• ~ 5000 groups

• ~ 60% commuting

• 15 users in group

3/17/2011

3

The Challenges Active Building and Updating

Different Stages of Map Building

Road grid

Road names

House numbers

Driving direction

Turn restrictions

Traffic

Israel France Other

Road grid Nothing Road grid

Road names

House numbers

US

The Solution: Meet The Road Muncher

3/17/2011

4

Road MunchingValidating directions and turns

Contests

Points & Rank

• Which smartphone is

the strongest

• This contest was run in

collaboration with the

top big blogs of the 3

big smartphones

Smartphone Faceoff – France!

3/17/2011

5

Contest Effects on User Activity

• 40% Play

• 35% Played heavily

• Heavy players ate on average 10.5 goodies

• KM driven increased by 125%

• Daily new users tripled

• Concurrent drivers doubled

Addiction Reports

Viral Results

• 50% come from friends

• 50% of those came because friends told them

it’s fun. Social Aspects Increase

Stickiness and Engagement

3/17/2011

6

Driving Moods Facebook Integration

Ping a wazer Viral Acceleration

“Playing in the Waze World Cup.

Just munched a waze 'football' road goodie worth 3 points using

@waze - Social GPS

3/17/2011

7

Branded Road Goodie Hunt The Fun Factor and Brands