Transcript
Page 1: Viral Dna - The Chemistry of Viral Marketing

I’m Mirko!

I’m Alex!

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we live here!

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Yeah, It’s a marketing

best seller!

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This is a fake cover!

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Clan of Ninjas

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presents

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VIRAL-DNA©

the chemistry of viral marketing

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How to design

contagious viral marketing campaign?

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Virality=

Viral-DNAx

Seeding

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How to design Viral-DNA for a brand?

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enjoyable / valuable

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enjoyable: Diesel XXX

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valuable: Nike Plus

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But,

Think about the best viral things in the world...

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GOD

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SEX

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MISTERY

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LOVE

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PETS

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WAR

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enjoyable or valuable?

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Dove Evolution

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meaningful

enjoable valuable

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Dove Evolution gives voice to women

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1) meaning-ful

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2) emotions

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VIRAL

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IS ABOUT

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SOCIAL SHARING

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OF EMOTIONS

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robert plutchik

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which emotions are more viral?

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joy

anger

sadness

fear

surprise

Kelly School of Business - Indiana

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3) chatarsis

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Whopper Sacrifice

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4) psycho-social relevance

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a) universal emotions

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Susan Boyle

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b) cultural identity

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Still Free - Ecko

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How to design

contagious viral marketing campaign?

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You need to identify a psycho-social tension

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You need to give voice to it!

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Tension

EMOTION

Catharsis

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Conclusions?

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BRAND AS SENSE PROVIDER

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SUPPORTING

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A MEANINGFUL PROJECT

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thanks a lot

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be ninja.

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Mirko Pallera & Alex Giordanostrategy & creative director I Ninja LAB

www.ninjalab.it


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