Viral Dna - The Chemistry of Viral Marketing

Download Viral Dna - The Chemistry of Viral Marketing

Post on 29-Aug-2014

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In this presentation, first performed in Paris at the Word of Mouth Marketing Conference, Mirko Pallera and Alex Giordano, founder of Ninja - the strategy & creative lab specialized in non conventional marketing and communication campaigns - give some of their insights of the new book about the Viral DNA of communication (coming out in english in 2010).

TRANSCRIPT

  • Im Alex! Im Mirko!
  • we live here!
  • Yeah, Its a marketing best seller!
  • This is a fake cover!
  • Clan of Ninjas
  • presents
  • VIRAL-DNA the chemistry of viral marketing
  • How to design contagious viral marketing campaign?
  • Virality = Viral-DNA x Seeding
  • How to design Viral-DNA for a brand?
  • enjoyable / valuable
  • enjoyable: Diesel XXX
  • valuable: Nike Plus
  • But, Think about the best viral things in the world...
  • GOD
  • SEX
  • MISTERY
  • LOVE
  • PETS
  • WAR
  • enjoyable or valuable?
  • Dove Evolution
  • meaningful enjoable valuable
  • Dove Evolution gives voice to women
  • 1) meaning-ful
  • 2) emotions
  • VIRAL
  • IS ABOUT
  • SOCIAL SHARING
  • OF EMOTIONS
  • robert plutchik
  • which emotions are more viral?
  • joy anger sadness fear surprise Kelly School of Business - Indiana
  • 3) chatarsis
  • Whopper Sacrifice
  • 4) psycho-social relevance
  • a) universal emotions
  • Susan Boyle
  • b) cultural identity
  • Still Free - Ecko
  • How to design contagious viral marketing campaign?
  • You need to identify a psycho-social tension
  • You need to give voice to it!
  • Tension EMOTION Catharsis
  • Conclusions?
  • BRAND AS SENSE PROVIDER
  • SUPPORTING
  • A MEANINGFUL PROJECT
  • thanks a lot
  • be ninja.
  • Mirko Pallera & Alex Giordano strategy & creative director I Ninja LAB www.ninjalab.it

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