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Abhishek and Kapil

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Abhishek and Kapil

  1. 1. Integrated Viral Marketing Plan By Abhishek Bali & Kapil Satish Mehta Symbiosis Institute of Management Studies
  2. 2. Zippify - Goals/Objectives <ul><li>Create an integrated viral marketing campaign </li></ul><ul><li>To create a viral buzz and a sense of expectation/curiosity during introduction </li></ul><ul><li>To sustain the buzz and viral nature of the campaign over 4 months </li></ul><ul><li>To convert the buzz into customers and CRM base </li></ul><ul><li>To do all this on a shoestring budget </li></ul>
  3. 3. STRATEGY <ul><li>Run 4 separate campaigns </li></ul><ul><li>Keychain & Referral system – Keychain with the actual Zippify card attached sent in newspapers. Discounted movie and food offers for each registration through referral. </li></ul><ul><li>Discount your B%lls – where stress buster balls are given away to BPO employees and students linking them to a quiz, a fun flash game and links to viral videos/flickr </li></ul><ul><li>Buzz Performances – where 30 sec shock dance & acrobatic performances are carried out by a troupe of dancers in busy shopping locations. </li></ul><ul><li>‘ Alpha’ & ‘e-fluencers’ campaign- Where targeted alpha customers, women, students and online active influencers are to create brand advocacy. </li></ul><ul><li>Converge the campaigns in month 3 and then hit the Brand laggards with mass media to get them on-board. </li></ul><ul><li>Use the buzz and viral nature of the campaign to get people interested and use brand Advocates to make them customers. The Laggards can then be exposed to the brand using mass media. </li></ul>
  4. 4. STRATEGY <ul><li>Use all 4 campaigns to create a cool, contemporary image/feel of the brand while specifically targeting each sub - segment of the TMS. </li></ul><ul><li>Keep the campaigns separate from each other to build a sense of suspense and virality in the first 2-3 months </li></ul><ul><li>Converge the campaigns once the critical mass has been attained i.e. Third month, third week </li></ul><ul><li>Keychain Card and Alpha campaign are overt campaigns– where people know the brand and its functionality. </li></ul><ul><li>Buzz Performances and Discount your B%lls are covert campaigns made to build expectancy and suspense as well as to leverage PR. </li></ul><ul><li>The aim is to harness the power of a viral campaign which, to people, seems spontaneous. </li></ul>
  5. 5. Brand Advocates Alpha Customers The main target of our overt campaigns. The Keychain Cards will be given to them as well as the ‘alpha’ campaigns and the ‘efluencer’ campaign will be targeted at them. These are the lead/alpha customers of our TMS which will help is spreading awareness and brand usage. Are the targets of our referral scheme. Will be introduced to the brand by the advocates and will also be are first customers in the first 3 months. A large proportion of Zippify Users by the first 4 to 6 months. These will come on board due to the buzz created by the campaigns and influencing Adopters and Adorers. The Main target of the convergence of our campaigns. A large proportion of the customers will be brought on board with the Viral Campaigns, Buzz Performances and PR in the media. Will finally be hit with Mass media in month 4 to get them on board. Brand Adorers Beta Customers Brand Adopters Brand Laggards
  6. 6. Key Chain/Referral Campaign <ul><li>The Zippify Card can be designed like a keychain to become buzz-worthy/Viral. A keychain is not just a very highly used commodity by our TMS but also extremely visible. </li></ul><ul><li>The Zippify Card Keychain will be distributed by known lead/alpha customers as well as sent with the Sunday newspapers in a catchy envelope to an Approx 2000 households a weekend in neighbourhoods where the profile of residents is similar to our TMS alpha customers. </li></ul><ul><li>The Customer will be informed of the referral scheme where on registration of each friend, the Customer gets an additional discount on food/movies. </li></ul><ul><li>Traffic driven to the Website for Registration and referrals </li></ul><ul><li>Those who register will be sent an email which says “you just got ZippifyD !” Even the referral emails sent on behalf of the Customer will have “I just got ZippifyD” as the tag line. </li></ul>
  7. 7. ‘ Alpha’ & ‘efluencers’ Campaigns <ul><li>Here we use the info of our partner outlets/brands to mail the Zippify Card Keychains. </li></ul><ul><li>We contact big e-writers / bloggers whose blogs are NCR/shopping/eating out centric or just plain popular and invite them to a zippify party. Here we tell them about what we are going to do. </li></ul><ul><li>We distribute Zippify Card Keychains to certain discotheque & pub managers , who would further distribute it to frequent visitors & regular party goers. </li></ul><ul><li>We contact certain post graduate colleges within Delhi to get in touch with their student committees and ask them to come over to talk about the product to build brand advocates base. </li></ul><ul><li>A forum will be built where all these alpha customers can log on and talk about the brand. These will be kept open for everyone to see on the Zippify.com website </li></ul>
  8. 8. Buzz Performances <ul><li>This is a covert campaign which is used to generate PR and buzz. </li></ul><ul><li>Here we hire a group of 10 – 15 dancers who walk into malls, cafes, cinemas etc dressed as customers . They don’t enter or exit together and mill about till suddenly music starts and they do a shock 30 second dance and then leave as if nothing ever happened. </li></ul><ul><li>Groups of 2-3 can be used for smaller cafes/places. </li></ul><ul><li>Prior permission will be taken from concerned authorities </li></ul><ul><li>These performances will take place on busy weekends where visibility and exposure is high. As many as 5-6 performances may take place a day. </li></ul><ul><li>After week 3 of this info of this unknown group will be leaked out to the local media and radio. A variety of bizzare rumors can be spread using this. </li></ul><ul><li>A total of 25-35 such shock performances can be scheduled. </li></ul>
  9. 9. Discount your B%lls Campaign <ul><li>Here we distribute the stress buster “Discount your B%lls” balls to BPO’s, Graduate and Post Graduate colleges, Offices, IT companies etc. </li></ul><ul><li>The ball directs them to the shock performance videos generated using the “Buzz Performances” which can turn viral due to their highly artistic content and unconventional format to generate curiosity. </li></ul><ul><li>The Videos of the performances are caught on camcoder by another person and posted on youtube tagged as “ Discount you B%lls” </li></ul><ul><li>The video will then be edited to show in the end “What is it? Go to www.discountyourb%lls.com or find us on flickr” </li></ul><ul><li>On flickr some of the performance pics are posted under the same tag as above and a few other crazy pics. A link also connects them to the www.discountyourb%lls.com </li></ul><ul><li>At no time or in no way is there any mention or connection to Zippify or of this campaign being directed for commercial purpose. This is since it has been seen that most constructed viral campaigns fail to take off/catch on when people feel they are being sold to. </li></ul>
  10. 11. Website – Zippify.com <ul><li>Gives you all the info about Zippify </li></ul><ul><li>Has a registration page where it takes all your details required for its CRM base. </li></ul><ul><li>Referral program is also run on the website where addresses of referrals is asked for </li></ul><ul><li>A fun flash game on shopping </li></ul><ul><li>A section where one can order and make a customize their own card depending on posted templates. </li></ul><ul><li>A downloadable program which gives the customer updated info of the offers and discounts available in the city. This program updates its info using the internet. </li></ul><ul><li>Mobile Apps & a fun Zippify Ringtone for the same can also be introduced. </li></ul>
  11. 12. Website - Discount your B%lls <ul><li>The Website will have a quiz with only one question. What is “Discount your B%lls” all about? With an answer space at the bottom. </li></ul><ul><li>A substantial prize money for the ultimate winner. </li></ul><ul><li>Just below it, though still in no scroll visibility will be a fun flash game. </li></ul><ul><li>A final date will also be given for the declaration of results for the quiz. This date will coincide with the date of convergence of all 4 campaigns. </li></ul><ul><li>Also the website will have forwarding facility for a person’s friend’s to also take the same quiz through email. </li></ul><ul><li>Buzz Performance videos and Pics will also be posted on the same website </li></ul>
  12. 13. Flash Game – Discount your B%lls <ul><li>This game can have 5 most hated people in a person’s life whom one can hit using a stress buster ball and gain points. </li></ul><ul><li>A person has to log on with his name to play this game so that his high score can be displayed along with others who have also been playing the game. </li></ul><ul><li>The flash game is free to download </li></ul><ul><li>New games can be introduced with passing weeks. </li></ul><ul><li>The Downloadable Flash game can have an inbuilt command to display “Brought to you by Zippify.com” after the date of campaign convergence only. For Pc as well as Mobile users. </li></ul>
  13. 14. Other Details <ul><li>Sms Campaigns – Will be run in month 4 </li></ul><ul><li>Radio – Will be Run in Month 3-4 </li></ul><ul><li>Referral Program – Can be run throughout </li></ul><ul><li>Social Networking Sites – Quizzes “What kind of a Zippify Shopper are you?” And fan profiles can be created from day one on various networking sites. Also Twitter should be used aggressively to communicate offers </li></ul><ul><li>Merchandise – Post its, Swizzle Sticks, Coasters etc as give aways for various alpha customers who are invited to party’s and events hosted by Zippify. </li></ul><ul><li>The Tag line “I just got ZippifyD ” can be used in various forms in various communications, games, mobile apps and social networking websites. </li></ul>
  14. 15. Timeline <ul><li>Please refer to the Excel Sheet sent along with this file for timeline and financials </li></ul>
  15. 16. Some questions you may have <ul><li>Where and how are the campaigns converging? </li></ul><ul><li>What are the viral elements in the campaigns? </li></ul><ul><li>Why are you giving so much importance to Brand Advocates? </li></ul><ul><li>What is the timeline for the event? </li></ul><ul><li>Why can’t we just have a simple straight forward campaign? </li></ul><ul><li>What kind of image are we trying to portray using these campaigns? </li></ul><ul><li>How can you justify the costs in these campaigns? </li></ul><ul><li>Why have games been given so much importance in these campaigns? </li></ul><ul><li>Why not just a normal online viral plan? Why an integrated one? </li></ul><ul><li>Why have we chosen the Tag Line “I just got ZippifyD”? </li></ul><ul><li>Please refer to the document for the answers! </li></ul>