Viral social marketingViral social marketing

An examination of ad An examination of ad perception and forwarding perception and forwarding behaviour based on physical behaviour based on physical

activityactivityDanya Hodgetts

Department of Health and Human Performance

Central Queensland University

Viral marketingViral marketing

1

1 1 1 1

1 1 1 1 1 1 1 1

1 1 1 1 1 1 1 1 1 1 1 1 1 1

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

Successful viral marketing Successful viral marketing campaigns…campaigns…

are fun or intriguing

are attached to a product that is easy to use, or highly visible

are well targeted

are associated with a credible source

combine technologies Dobele, Toleman & Beverland, 2005

42 Below42 Below

www.42below.co.nz

The Stubby SymphonyThe Stubby Symphony

www.stubbysymphony.com.au

Social marketingSocial marketing

AthsmaAthsma

Global Corporate ChallengeGlobal Corporate Challenge

Global Corporate ChallengeGlobal Corporate Challenge

Study methodsStudy methodsAn ad was designed that attempted to meet the criteria for motivating recipients to forward to message2,000 subjects were randomly selected from the 10000 steps databaseAn email with a link to the ad was sentAt the end of each ad was a link to a subsequent website with further physical activity information - www.10000steps.com.auAd views were measured, as well as click throughs to the 10000 steps websiteA follow up survey was emailed to participants to determine demographic information, reactions to the ad, forwarding behaviour and physical activity levels“The ad”

Ad resultsAd results

Reactions to ads and forwarding behaviour

0

1

2

3

4

5

Funny Interesting Goodcause

Surprising Clever Interestingfor others

Unique

Mea

n re

actio

n

Yes No

* ** * * *

* = significant difference in ad forwarding, p=<0.05

Godin Leisure-Time Exercise Rating and forwarding behaviour

42

44

46

48

50

52

54

56

58

Yes No

Forwarding behaviour

Go

din

leis

ure

act

ivit

y sc

ore

* = significant difference in ad forwarding, p=<0.05

*

DiscussionDiscussion

Cost of ad

User created content

Obligations to corporate partners

Viral release

Monitoring and measurement

DiscussionDiscussion

Questions, comments?Questions, comments?

References Bright, A. (2000). The role of social marketing in leisure and

recreation management. Journal of Leisure Research, 32(1). 12–17.

Dobele A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons. 48.143–149.

Maibach, E. W. (2002). Explicating social marketing: what is it, and what isn’t it? Social Marketing Quarterly, 8(4). 7–13.

Phelps, J., Lewis, R., Mobilio, L., Perry, D., Raman, N. (2004). Examining consumer responses and motivations to pass along email. Journal of Advertising Research. (333–348).