WOM Conference : Viral, Buzz & Influential Marketing | by Vanksen|Culture-Buzz.com

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Information about WOM Conference : Viral, Buzz & Influential Marketing | by...

Published on May 12, 2008

Author: culturebuzz

Source: slideshare.net

Description

Viral, Buzz & Influential Marketing : How to adopt Marketing 2.0. By Vanksen|Culture-Buzz.com (VanksenGroup).

Read more about Word of Mouth marketing, buzz, viral, blog, influential, guerilla marketing on http://www.culture-buzz.com

Vanksen|Culture-Buzz is an integrated agency providing leading brands such as Sony, L'Oréal, Warner Bros, ArcelorMittal, Thierry Mugler, Nike, Absolut, P&G, LMVH, Ubisoft, 20th Century Fox, Canal Plus, BIC, Nokia, LG, Casio, Microsoft, with innovative, & creative integrated communication strategies (tv, print, online, viral, buzz, blog,..).

Word of Mouth Marketing Conference > By Emmanuel Vivier, CEO of VanksenGroup evivier@vanksen.com | http://www.culture-buzz.com | http://www.buzzparadise.com | +33.6.159.283.18 Viral, Buzz & Influential Marketing How to adopt Marketing 2.0 Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Who are we? Consulting Agency for viral, blog, buzz marketing & 360° Communication Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

360° communication & buzz marketing agency Vanksen/Culture-Buzz | Buzz Agency BuzzParadise | Buzz Platform & PR 2.0 LegitiName | Buzz Monitoring We collaborates with brands such as BuzzParadise® is an international LegitiName manage and protect brands Warner Bros, Ubisoft, 20th Century Fox, platform connecting brands and our online. Canal Plus, Sony,Nokia,… to conceive & community of 6000 influential bloggers We help major organizations to protect, deploy actions and viral applications online in 20 countries. manage, promote and monitor their and offline. We operates on a international brand name & reputation online, level. We help brands to generate word of resulting in revenue increase and long- With more than 1900 published articles, mouth by engaging with online opinion term brand awareness. 165,000 viewed pages/months, Culture- leaders, by inviting them to VIP event buzz.com’s blog has become the biggest or seeding them with products. French portal dedicated to WOM, weekly analyzing blog, buzz and viral marketing and alternative trends such as guerrilla and street marketing. Website | http://www.culture-buzz.com Website | http://www.BuzzParadise.com Website | http://www.legitiname.com 3 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

A Global Presence A multicultural team of communication experts France UK (opening soon) Luxembourg (HQ) Germany LGTF SARL Vanksen Group UK Centre Hermès LGTD Gmbh 1bis cité paradis 1 Northumberland Av. 7 ZA du Bourmicht Stresemannstr. 29 75010 Paris London UK L-8070 Bertrange 22769 Hamburg USA Hong Kong LGTU Corp 515 West 20 Street, Flat D10 Suite #5E 101 Repulse Bay Road New York, NY 10011 Hong Kong Spain Switzerland Italy Middle East LGTS SA Partnership Opening soon Luca Conti 273 Rte St Julien w/ Catch Interactive in Madrid +39 3281245550 1258 Geneva Dubaï 4 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

References Some of the clients who trusted us 5 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Traditional Advertising is challenged Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Too much Advertising = Saturation = Urban Spam An era of constant invasion & interruption. 7 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Too many channels = Fragmentation The number of information and entertainment channels keeps skyrocketing TV, cable, cinema, internet, DVD, VOD, i-mode, videocast, videogames console, mobile, radio,… 8 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Too much choice Death by Over Choice 9 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Traditional advertizing put into question Advertising = A loss of Credibility… of consumers don’t believe that companies tell the truth in advertisements Yankelowich 10 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Consumers are starting to ignore advertising… Consumers are skipping ads with digital VCR like Tivo » USA Des consommateurs seraient 69% intéressés par un produit permettant d’éviter ou de bloquer la publicité Source : Yankelovitch 2005, Marketing Receptivity study 11 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Or to fight back… And some are events becoming activists against advertising » France 12 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Traditional advertisingEfficiency Advertising = Loss of put into question Advertising: Rising costs & Sinking Efficiency TV ads in the last 10 years 37 % of all spending on TV ads +40 % rise in expenses is completely useless** -50 % audience* Source: McKinsey: Continuing Declin ein TV Selling Power Explosion of the number of media & saturation = explosion of costs in order to be visible & a race for the audience 13 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

The consumers 2.0 era Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Le Consommateur a changé They are not an audience anymore 15 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

What is a Brand? 16 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

What is a Brand? BRAND = COLLECTIVELY, WHAT PEOPLE SAY, FEEL & THINK ABOUT YOUR PRODUCT, SERVICE OR COMPANY. 17 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Their opinion have a changé Social media matters Le Consommateur credibility The impact of blogs, word of mouth and social media » USA Amazon customers reviews are key in purchase decisions 18 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Consumers base their opinion on those of others = WOM The impact of blogs, word of mouth and social media » USA Of consumers trust people like Of consumers trust people like 68% themselves (23 % in 2003). themselves (23 % in 2003). Recommendations from friends/family Forrester Research and Intelliseek Base: European online consumers “Forrester study” Consumer opinions posted online Requested email updates Ads in newspapers Ads on TV Ads on radio Ads in magazines Branded Web sites Search engine ads Web banner ads Ads on mobile phones 0% 20% 40% 60% 80% 100% 19 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

The new consumers of Social Networking Ubersocial | The raise MySpace There are over 110 million active users of MySpace (as of January 2008 20 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

The new consumers of Social Networking Ubersocial | The raise MySpace 21 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Welcome to a Web2.0 world 22 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Welcome to a Web2.0 world Where Consumer is a media Consumer Generated Media Blogs Moblogs 100 millions videos More than 10 millions skyblogs viewed/day & 150 millions blogs worldwide My Tv My Magazine My Reportage Vidéocasts & Podcasts Syndication RSS My radio/ show My AFP 23 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Theirmedia & users opinions = high visibility in search engines Social opinion matters Le Consommateur a changé The impact of blogs, word of mouth and social media Web visibility in search engines Visibility Surface Traditional Marketing & WOM = 12 % growth Communication Podcasts Media online Social media Corporate blogs Expert forums Newsgroup, Corporate sites Blogs & forums Slandering sites Content Company Content Consumer Generated Media Media Control Lack of control 24 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Their opinion matters Le Consommateur a changé Social media & users opinions = high visibility in search engines The impact of blogs, word of mouth and social media Web visibility in search engines Visibility Surface Creativity Engagement Traditional Marketing & WOM = 12 % growth Communication Podcasts Media online Social media Corporate blogs Expert forums Newsgroup, Corporate sites Blogs & forums Slandering sites Content Company Content Consumer Generated Media Media Control Lack of control 25 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Their media & users opinions = NOT A CHOICE anymore Transparency matters Social opinion Tyranny… Le Consommateur a changé Consumers are already talking about you Comcast: an webuser published the video of a technician fallen asleep at his place diffusion 26 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Transparency matters Le Marketing du Bouche à Oreille : Un your offer Social media & users opinions = remixing passage obligé Their opinion Tyranny… Consommateur a changé Power to the people Locking & Controling people is over 27 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

8 Best Practices in WOM Marketing Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

#1. Create SO GREAT products that they are worth to talk about 1 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Creating amazing products Create a “Purple Cow” (Seth Godin) Seth Godin “Something remarkable is worth talking about. Worth noticing. Exceptional. New. Interesting. It’s a Purple Cow. Boring stuff is invisible. It’s a brown cow. … 30 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

The product is the marketing > Apple Iphone Create a “Purple Cow” (Seth Godin) iPod Unit Sales 31 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

The product is the marketing > Apple Iphone Create a “Purple Cow” (Seth Godin) 2008 Sales Objective = 10M iphones 32 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

The product is the marketing Create a “Purple Cow” (Seth Godin) 33 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

The product is the marketing The World, Dubai | http://www.theworld.ae 34 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

#2. If your product, company,… is not cool… offer great attractive content with it 2 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Attach added value content to your brand Bonux Washing powder | http://www.tulaseuou.com 36 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Attach added value content to your brand Bonux Washing powder | http://www.tulaseuou.com » France 1000 songs from Universal Music France available for download 37 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Attach added value content to your brand Gemey MAYBELLINE | Beauty PODCAST | http://www.gemey-maybelline.com/news/l190l603.htm 38 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Attach added value content to your brand Gemey MAYBELLINE | Beauty PODCAST | http://www.gemey-maybelline.com/news/l190l603.htm In Itunes : http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=117887100 39 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Attach added value content to your brand Become a content company Tell don’t sell Ex : http://www.Culture-Buzz.com Offer added value content, advice,… Give your opinion Converse vs proclaim Think multimedia (podcast, mobloging) Involve employees Michel-edouard-leclerc.com USA : GM & FastLane - 165.000 Viewed pages/months - 1 to 3 leads/day 40 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Attach added value content to your brand Sony Walkman | DontWalkAlone.com » France 41 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Attach added value content to your brand ArcelorMittal.tv Blog & Videocasts “arcelormittal.tv” Problem: – Create buzz, internally (330,000 employees) and externally – Create a new corporate culture Results: – More than 100,00 viewed pages in a few weeks – The CEO answers one question per month. Learned: – Create really attractive contents (videos shot worldwide); – Don’t control too much, but incite participation (comments…). 42 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

#3. Don’t sponsor the entertainment… Become THE entertainement 3 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

CONTENT IS THE NEW CURRENCY Content is the new currency Jeff Hicks » CEO of Crispin Porter + Bogusky » USA Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/ “ The agency’s job is to create] content so valuable and useful that [consumers] wouldn't want to live without it. ” 44 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Branded Content | Money in the content, not the media purchase BMW | http://www.bmwfilms.com » USA More than 100M Views! 40% of its advertising budget saved for equal sales 45 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Advertainment = Storytelling + Interactivity + Fun Coke Zero » http://www.cokezero.de » Germany 46 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Advertainment = Storytelling + Interactivity + Fun Coke Zero » http://www.cokezero.de » Germany 47 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Product Placement Instead of sponsoring videogames… The Sims 2 H&M Fashion Stuff | http://thesims2.ea.com/about/sp5_index.php 48 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Advertainment = Advertising + Entertainment Burger King launches 3 video games » USA 49 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Advertainment = Advertising + Entertainment Burger King launches 3 video games » USA Just $3.99 with the purchase of any BK value meal from Burger King. Many millions 40% increase of hours of in profit for the quarter brand exposure 3.2m games sold 50 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

#4. Or let consumers to participate in creating your marketing User Generated Media & Crowdsourcing 4 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

UGC > Engage your customers! Impact = Engagement Dale’s Cone of Experience 52 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

UGC > Video & photos sharing platforms are soaring YouTube, Dailymotion, Wat.tv, Flickr,… » World YouTube = 3billion viewed videos/month in the USA 53 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

UGC in the Media Skyrock radio > Blog platform | http://www.skyrock.com/blog/ » France Skyrock blogs revenues = radio revenues http://aggie102790.skyrock.com http://aggie102790.skyrock.com Skyblogs = >10 M active blogs* Skyblogs = >10 M active blogs* •• 27% of the french blogs**, 29th site in the world (by VP) 27% of the french blogs**, 29th site in the world (by VP) •• 2.85 billion page views & 304 millions visits a month*** 2.85 billion page views & 304 millions visits a month*** •• 3,6 millions comments/day 3,6 millions comments/day •• $6.4 million in advertising revenues in 2005 $6.4 million in advertising revenues in 2005 •• 20% to 25% profit margin 20% to 25% profit margin •• = radio revenues in 2008 (20% in 2005) = radio revenues in 2008 (20% in 2005) 54 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

UGC > Content Seeding & UGC video competitions » World Seeding / Sponsoring – Youtube.com, Dailymotion,…. Borat Renault F1 55 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

UGC > Content Seeding & UGC video competitions » World Wat.tv/wasthappening Nike Gmail 56 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Frito > CocreationDoritos Super Bowl ads UGC Lay asks for & Crowdsourcing Sony & Current TV | http://current.com/ » USA 57 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

UGC > Cocreation & Crowdsourcing Dell | Ideastorm.com » USA 58 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

UGC > What degree of freedom? GM Chevy » USA 59 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

#5. Provide a service to the community 5 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

UTILITY a service > Nike + Ipod Application Provide Nike + Ipod | http://www.apple.com/ipod/nike » World 61 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

UTILITY a service > Nike + Ipod Application Provide Nike + Ipod | http://www.apple.com/ipod/nike » World 62 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

UTILITY a service > Create your tailored product Provide Domino Pizza > Pizza Builder » USA 63 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

UTILITY a service > Create your tailored product Provide Domino Pizza > Pizza Builder » USA 64 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Provide a service > Power schools for free with… advertising NedBank | http://www.nedbank.co.za/website/content/pr/index.asp?article=current&prID=978 » South Africa 65 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

#6. Viral Marketing Make it easy for people to forward your message 6 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany 67 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany Initial spreading via 50 influential bloggers | www.buzzparadise.com 68 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany A very important feedback in blogs | posts & viral banners 69 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Viral personalized advergame Warner Bros > Corpse Bride (Tim Burton) | www.nocescalculator.com » France + Spain + Germany Initial spreading via 50 influential bloggers 550,000 visits in 3 months Results French module adopted by Germany and Spain because of the campaign’s success 550,000 viewed pages in 3 months (WOM only, no purchase of space) Still audience 8 months afterwards Nearly 400 pages viewed/day on the French version after 9 months! 70 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Fake Music Group & Video Clip Gaia > Pigs in Pain > http://www.pigsinpain.be » Belgium 71 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Fake Music Group & Video Clip Gaia > Pigs in Pain > http://www.pigsinpain.be » Belgium 72 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Be Provocative to be cool ZooYork | http://zooyork.com/roaches » World 73 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Viral Video Dove Evolution » World 74 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Is it true or not? Nike Kobe Jump | http://www.youtube.com/watch?v=bKZQ8qq4lYA » World 75 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Sex always sell… at least for guys Lynx AirJet | http://www.youtube.com/watch?v=0QmcHdzwwiQ » Australia & world 76 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Personalized Viral Video Tribune de Genève Newspaper | http://www.tdg.ch/reportage/ » Switzerland 77 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Personalized Viral Video Tribune de Genève Newspaper | http://www.tdg.ch/reportage/ » Switzerland More than 3.200.000 viewed videos 78 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Personalized Viral Video + mobile callback Opel Astra, launch of the new Twin Top Opel Cabrio | Prepare Your Hair » Belgium Figures - 80.000 e-mails sent at start – 16.000 contacts have registered - 80 % have forwarded to 4 people or + – 450.000 generated calls! 79 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Desktop Widget Digital sticker » USA 80 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Viral Marketing > Widget DaftPunk latest music album » France + World bllog b og bo o k ook Face b F ace Email Email Ne Net tviib v be es s http://www.blogmesite.com/i ndex.php?bms_id=2 81 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

#7. Buzz Marketing Surprise your audience to grab its attention 7 tic# T ac Contact & Contact: Emmanuel Vivier | +33 6 159 283 18 | E-mail: evivier@vanksen.com 283 18 | evivier@vanksen.com | www.culture-buzz.com Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 Copyright 2001-2008 Culture-Buzz, Vanksen Group All rights reserved www.culture-buzz.com

Buzz Marketing > Guerilla Marketing Surprise your audience Guerilla marketing / Virgin Brides Guerilla marketing / 3M (Canada) - Richard Branson, Virgin CEO came dressed as a - B2B buzz for innovative security glass bride at the press conference 83 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Buzz Marketing > Guerilla Marketing Ikea » USA & Germany - Reshaping 600 places in NYC Similar action on the German underground 84 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Buzz Marketing > Ambiant Media Canderel | Bagvertising » Libanon 85 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Buzz Marketing > Interactive Shopping Window Minority Report Movie | http://www.youtube.com/watch?v=9zO6XODPO9E 86 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Buzz Marketing > Interactive Shopping Window CHANEL COCO – Mademoiselle Perfume » Tokyo, HK, NY, London, Paris For the relaunch of CHANEL’s perfume Interactivity is back in Point of Sales 87 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Buzz Marketing > Hologram Shopping Window C&A | http://www.seite1girl.de » Germany 88 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Buzz Marketing > Hologram Shopping Window C&A | http://www.seite1girl.de » Germany 89 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com

Engagement > Interactive Billboards BBC | “See both sides of the story” » USA (NY) 90 Contact & Copyright | Vanksen|Culture-Buzz & Emmanuel Vivier | +33 6 159 283 18 | evivier@vanksen.com | www.culture-buzz.com;-

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