Oddcast - the viral marketing company
WEDNESDAY, OCTOBER 14
12:30pm -1:45pm
@ UC-19
Oddcast Presentation:
- Oddcast is a viral marketing company specializing in online technologies that open up new possibilities for audience personalization and engagement (Oddcast).
- FYI, Viral Marketing: a technique aiming at reproducing word of mouth, usually on the internet or by e-mail, for humorous, political or marketing purposes (Wikitionary).
- Credibility in viral marketing: email from friends is the most effective.
- 70% of viral marketers report increasing awareness.
Oddcast Campaigns:
ElfYourself
Hace Confesar a un Amigo (Quilmes is a beer company in South America---similar to Budweiser)
RoutanBabymaker 300
This application ran for 10 months, and created 3 million virtual Routan babies---roughly equal to how many babies were born in the US during this time period (pretty amazing!).
- Oddcast is in the process of developing a new application for Fox---users will be able to upload a picture and become part of a movie as a character. Then, you can purchase the movie on the website (send it as gifts to friends)---shows the increasing focus on sales. This application will be available within a year.
What makes a campaign successful?
- Need to have a creative vision
- Think about how you can engage consumers, and build the necessary technology
- The R&D Department usually extends technology, and the agency brainstorms (ideas)
- Most successful viral campaigns are integrated into a larger campaign
Example: Trek yourself CHEEZ-IT
- You can send your creation to facebook, twitter, and other social networking sites
- Effectiveness: 21,321 posts and grabbed URLs
>100% email open rate (people were opening it more than once)
- Moving away from having one final destination, and placing your destination wherever your target is
Developing a campaign
- Eight-week process
- What are you looking for? (Provide guidance, but client show know what it wants to accomplish)
More campaigns
Gillette
- Every Saturday in the month of November, they would display the users??pictures on the NASDAQ building and email the pictures of the building.
M&M?™s Candy Lab
- Purpose was to increase sales of customized M&Ms
- Users can look at what their finished products would look like, and order it on the website
Get Munked
- Created for the movie Alvin and the Chipmunks
- Note the audio work
Personalization = viral success
- 41% of user sessions are generated through viral distribution (email, blog, post, etc)
- 30% of sessions end with user creation
- 15% of user sessions end in sharing (35% of this via email)