Managed Viral Video Campaigns:Creating Winning Strategies

Mark Romeo

The Importance of Managed Viral• What does Viral mean ????• Seek to ensure the results you desire• Understand the new media landscape

for your business• Be Relevant to the groups and social

networks that can stimulate viral propagation

• Viral is not an Organic phenomenon

background

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50% of Videos get Less than 500 views.

viral video is not organic

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Source: TubeMogul

small digestible bytes work best

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the first viral video appeared in

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1989…

• Loyal Following and on new cable channel with no distribution, less than 5 million Households have Comedy Central in 1988

• Writers create dialog for characters to ask viewers to copy videos and give them to their friends

• Producers eventually program into closing credits “Keep Making Tapes”

• Strategy Works, estimated that almost 1/3 of audience makes tapes and pass them along to friends

• Ratings grow, HH penetration doubles within 12 months

mystery science theatre

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• Creators and producers knew they had a loyal audience

• Is there anyone more loyal than Sci-Fi and Horror Fans?

• Key learning: find your most loyal customers and tell them what you want them to do.

• Your Advocates, your fans, your loyalists, your high affinity customers.

Strategy: “Activate the Audience.”

key learning from mst

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• Creators make a xmas card and circulate to friends and family online

• Makes its way to George Clooney, sends to agent eventually gets to MTV.

• Results in Comedy Central picking up show• Most successful prime time basic cable show of all time.• Increases HH penetration for network from 12 million to over 50 million within 12 months

south park case study – ‘95

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• Television producers were looking for satire as social commentary for programming, they believed that was their niche.

• South Park defines satire as social commentary.• The network used South Park to expand their

programming and audience appeal – Daily Show, Colbert Report, etc…

Viral video must be ahead of trend.

key learning from south park

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• Wassup Video first appears in 1998 online• Distributed virally online to over 4 million people• Brought to attention of August Busch who signs

creator to produce “Budweiser True”• Becomes the most recognizable advertising campaign

in company’s history• Runs for six years from 2000-2006• 2008 Producers take back campaign and evolve it to

a political video for Obama.

Viral video must have great Creative.

WASSUP is so true

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the effect

top 10 viral vids of all time

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1. Soulja Boy: Crank That

2. Twilight

3. Beyonce: Single Ladies

4. Mariah Carey: Touch My Body

5. Susan Boule (Britain’s Got Talent)

6. Jeff Dunham: Achmed the Dead Terrorist

7. Leona Lewis: Bleeding Love

8. Chris Brown: With You

9. The Dark Knight

10. Avril Lavigne: Girlfriend

Music Video

Movie Campaign

Music Video

Music Video

TV Show

User Generated

Music Video

Music Video

Movie Campaign

Music Video

360,000,000

274,600,000

244,600,000

237,400,000

221,100,000

199,900,000

188,300,000

176,600,000

175,500,000

174,100,000

Title Type Views

what is ?

Adzoomi is the first managed viral video platform that

connects advertisers, creators, promoters & publishers within

Social Media and beyond.

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the power of context & affinity

Yesterday: Target 100 to Reach 1

Today: Target 1 to Reach 100

• Traditional marketing uses mass media to reach the many, in search of the few that will purchase.

• Beneath the surface, the audience is a social network.

• In social networks, the influence of a few affects the many.

• Persuade the right few and you’ll persuade the many.

• Now the consumer is the “message and the messenger”.

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multifunctional flexible platform

ActivateCompensate

Approvals CustomizableTransactional

CompensationAnalytics

the

platform

UGC

Non Profits

Video Reviews

BRANDEDCONTENT(Videos,

Trailers & New

Releases)

Push & Pull

Push

Bebo, Friendster, Hi5 & Others

Content Advertiser

Flexible Video Player

Viral Distribution

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Advertisers program their Player in real time with 2 Call to Action Buttons that state the campaign objectives.

Customizable Pre-Roll and Post-Roll

custom video player

Call to Action Button 1

Advertiser

Controlled

Your Campaig

n & Company

NameCall to Action

Button 2:Can be

designated per each

individual or product within a

campaign.

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flexible transactional player

• Find, Serve & Delight Customers everywhere• Shareable, Linkable Widget• FREE CPM/Gross Impressions• Incent Existing Behaviors 17

non-profitProgram unique linksto individual donation

pages

e-commerceRecommend &

Reward

brandsIncent fans for

sharing experiences

live demos

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Aids Walk NY

Movie Fone

Barack Obama

Amazon

Miley Cyrus – “7 Things” Music Video

• Viral is not organic.• “Activate the Audience”• Make sure your viral videos are on “Trend”• Great Creative is essential• Enable & foster viral propagation thru the ability to

interact & transact• Remember Less is More & Keep it Short• And…

summary

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Thank you!

For more information please contact:

Mark Romeoadzoomi

markromeo@mac.com631-907-6008